Explaining the unsuccessful relationships between brand awareness and behavioral intention : a serial mediation study
Pranakusuma Sudhana, Noermijati Noermijati, Ananda Sabil Hussein and Nur Khusniyah Indrawati
| Year of publication: |
2023
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|---|---|
| Authors: | Sudhana, Pranakusuma ; Noermijati, Noermijati ; Hussein, Ananda Sabil ; Indrawati, Nur Khusniyah |
| Published in: |
Management research review. - Bingley : Emerald, ISSN 2040-8277, ZDB-ID 2538372-3. - Vol. 46.2023, 12, p. 1852-1864
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| Subject: | Brand attitude | Brand awareness | Enrollment intention | Higher education | International universities | Marketing management | Perceived congruity | Self-congruity | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Hochschule | Higher education institution | Studierende | Students | Markenimage | Brand image | Markenartikel | Brand | Wahrnehmung | Perception | Verbrauchereinstellung | Consumer attitudes | Marketingmanagement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MRR-09-2021-0689 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014430996