How are consumers reacting to brand sobriety : an analysis of perceived coherence and message tone in a Canadian context
Inès Kolli, Amélie Guèvremont and Fabien Durif
| Year of publication: |
2024
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| Authors: | Kolli, Inès ; Guèvremont, Amélie ; Durif, Fabien |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 8, p. 1254-1292
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| Subject: | brand extension | brand repositioning | coherence | optimism | pessimism | responsible brand | sobriety | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markentransfer | Brand extension | Markenimage | Brand image | Kanada | Canada |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2024.2386237 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015183026