How can perceived consistency in marketing communications influence customer-brand relationship outcomes?
Maja Šerić, Đurđana Ozretić-Došen, Vatroslav Škare
| Year of publication: |
2020
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|---|---|
| Authors: | Šerić, Maja ; Ozretić Došen, Đurđana ; Škare, Vatroslav |
| Published in: |
European management journal. - Amsterdam : Elsevier, ISSN 0263-2373, ZDB-ID 859497-1. - Vol. 38.2020, 2, p. 335-343
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| Subject: | Communication consistency | Customer-brand relationships | Trust | Affective commitment | Loyalty | Fast-food restaurant brands | Beziehungsmarketing | Relationship marketing | Vertrauen | Confidence | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Gastronomie | Restaurant industry | Kommunikation | Communication | Marketingmanagement | Marketing management | Markenartikel | Brand | Marketing | Schnellgastronomie | Fast-food industry |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.emj.2019.08.011 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012211873