Effects of Twitter, communication styles on consumers' brand personality perceptions, attitudes and purchase intentions
Xiaochen Angela Zhang
| Year of publication: |
2017
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|---|---|
| Authors: | Zhang, Xiaochen Angela |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Olney, Bucks. : Inderscience Enterprises, ISSN 1477-5212, ZDB-ID 2151676-5. - Vol. 11.2017, 2, p. 158-182
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| Subject: | brand personality | communication styles | product types | utilitarian and hedonic products | brand attitudes | purchase intention | Twitter | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Social Web | Social web | Marketingmanagement | Marketing management | Kommunikation | Communication | Online-Marketing | Internet marketing | Markenführung | Brand management |
| 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/10011741658