Enhancing brand equity of branded mobile apps via motivations : a service-dominant logic perspective
Trang P. Tran, Enping Shirley Mai, Erik C. Taylor
| Year of publication: |
2021
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|---|---|
| Authors: | Tran, Trang P. ; Mai, Enping ; Taylor, Erik C. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 125.2021, p. 239-251
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| Subject: | Brand equity | Branded app | Service-dominant logic | Value in use | Service-Dominant Logic | Markenimage | Brand image | Markenführung | Brand management | Mobile Anwendung | Mobile application | Marketingtheorie | Marketing theory | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2020.12.029 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494089