Effect of complementary product fit and brand awareness on brand attitude after M&As : word of mouth as a moderator
Hsiang-Ming Lee, Tsai Chen, Ya-Hui Hsu, Yu-Chi Wu
| Year of publication: |
2018
|
|---|---|
| Authors: | Lee, Hsiang-Ming ; Chen, Tsai ; Hsu, Ya-Hui ; Wu, Yu-Chi |
| Published in: |
Global journal of business research : GJBR. - Hilo, Hawaii : IBFR, ISSN 1931-0277, ZDB-ID 2536575-7. - Vol. 12.2018, 1, p. 51-67
|
| Subject: | Complementary Product Fit | Brand Awareness | Mouth of Mouth | M&As | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbewirkung | Advertising effects | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011865254