Does brand association, brand attachment, and brand identification mediate the relationship between consumers' willingness to pay premium prices and social media marketing efforts?
Ruturaj Baber, Prerana Baber, Sumit Narula, Rahul Pratap Singh Kaurav
| Year of publication: |
2024
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|---|---|
| Authors: | Baber, Ruturaj ; Baber, Prerana ; Narula, Sumit ; Kaurav, Rahul Pratap Singh |
| Published in: |
International journal of electronic marketing and retailing : IJEMR. - Olney, Bucks. : Inderscience Enterprises Ltd., ISSN 1741-1033, ZDB-ID 2251608-6. - Vol. 15.2024, 6, p. 662-686
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| Subject: | brand association | brand attachment | brand identification | smartphone brands | SMMEs | social media marketing efforts | willingness to pay premium prices | WTPPP | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Online-Marketing | Internet marketing | Zahlungsbereitschaftsanalyse | Willingness to pay | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Social Web | Social web | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJEMR.2024.141800 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015357847