Discovering surrogate branding via online image development : a case from India
Varsha Jain, Philip Kitchen, B.E. Ganesh, Akanksha Garg, Manisha Pathak-Shelat
| Year of publication: |
2019
|
|---|---|
| Authors: | Jain, Varsha ; Kitchen, Philip J. ; Ganesh B. E. ; Garg, Akanksha ; Pathak-Shelat, Manisha |
| Published in: |
International journal of management concepts and philosophy : IJMCP. - Olney, Bucks : Inderscience Enterprises, ISSN 1478-1484, ZDB-ID 2164930-3. - Vol. 12.2019, 3, p. 342-359
|
| Subject: | surrogate branding | online image | India | conceptual model | qualitative study | young adults | individual images | process of surrogate branding | digital platform usages | personal branding | Indien | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Digitale Plattform | Digital platform | Social Web | Social web | Online-Handel | Online retailing | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJMCP.2019.100687 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012105416