In brands we trust? : a multicategory, multicountry investigation of sensitivity of consumers’ trust in brands to marketing-mix activities
Koushyar Rajavi, Tarun Kushwaha, Jan-Benedict E.M. Steenkamp
| Year of publication: |
2019
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|---|---|
| Authors: | Rajavi, Koushyar ; Kushwaha, Tarun ; Steenkamp, Jan-Benedict E. M. |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 46.2019, 4, p. 651-670
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| Subject: | consumer trust | brand trust | marketing mix | branding | information economics | international marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Vertrauen | Confidence | Marketingmanagement | Marketing management | Markenartikel | Brand | Markenimage | Brand image | Internationales Marketing | International marketing | Beziehungsmarketing | Relationship marketing |
| Description of contents: | Description [doi.org] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucz026 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012120935