Examining the impact of contextual factors in brand relationship initiation and maintenance : evidence from bottom of pyramid markets
Shubhomoy Banerjee and Ateeque Shaikh
| Year of publication: |
2020
|
|---|---|
| Authors: | Banerjee, Shubhomoy ; Shaikh, Ateeque |
| Published in: |
Review of marketing science. - Berlin : De Gruyter, ISSN 1546-5616, ZDB-ID 2130373-3. - Vol. 18.2020, 1, p. 75-97
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| Subject: | Consumer-Brand Relationships | Distribution Intensity | Brand Trust | Brand Satisfaction | Rural India | Indien | India | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Kundenzufriedenheit | Customer satisfaction | Vertrauen | Confidence | Markenartikel | Brand | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1515/roms-2020-0006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012298675