How do they really help? : an empirical study of the role of different information sources in building brand trust
Wang Xingyuan; Fuan Li; Yu Wei
| Alternative title: | Brand equity, branding, and marketing communications in emerging markets |
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| Year of publication: |
2010
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| Authors: | Xingyuan, Wang ; Li, Fuan ; Wei, Yu |
| Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 23.2010, 3, p. 243-252
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| Subject: | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Informationsverhalten | Information behaviour | Vertrauen | Confidence | Virales Marketing | Viral marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10008652526