Exploring human-centric attributes of smartphone set and their influence on brand advocacy by the customers : testing the moderating role of gender identity
Tamgid Ahmed Chowdhury, Shahneela Naheed and Sherina Idrish
| Year of publication: |
2024
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|---|---|
| Authors: | Chowdhury, Tamgid Ahmed ; Naheed, Shahneela ; Idrish, Sherina |
| Published in: |
Journal of global marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-6975, ZDB-ID 2068833-7. - Vol. 37.2024, 1, p. 24-41
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| Subject: | advocacy | developing country | Human-centric brand attributes | WOM promotion | young customers | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Geschlecht | Gender | Beziehungsmarketing | Relationship marketing | Mobiltelefon | Mobile phone |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08911762.2023.2253525 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014515028