Does umbrella branding really work? : investigating cross-category brand loyalty
Year of publication: |
April 2017
|
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Authors: | Silberhorn, Nadja ; Boztuğ, Yasemin ; Hildebrandt, Lutz |
Published in: |
Journal of business economics : JBE. - Berlin : Springer, ISSN 0044-2372, ZDB-ID 201074-4. - Vol. 87.2017, 3, p. 397-420
|
Subject: | Cross-category brand loyalty | Loyalty leverage index | Share of category requirement | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markentreue | Brand loyalty | Markenführung | Brand management | Markenimage | Brand image |
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