Emphasizing brand heritage : does it work? And how?
Gregory M. Rose, Altaf Merchant, Ulrich R. Orth, Florian Horstmann
| Year of publication: |
2016
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|---|---|
| Authors: | Rose, Gregory ; Merchant, Altaf ; Orth, Ulrich R. ; Horstmann, Florian |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 2, p. 936-943
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| Subject: | Brand heritage | Branding | Nostalgia | Regulatory goal focus | Brand attachment | Brand Trust | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Vertrauen | Confidence |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2015.06.021 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011436369