Inferring brand integrity from marketing communications : the effects of brand transparency signals in a consumer empowerment context
Fanny Cambier, Ingrid Poncin
| Year of publication: |
2020
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|---|---|
| Authors: | Cambier, Fanny ; Poncin, Ingrid |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 109.2020, p. 260-270
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| Subject: | Advertising | Brand integrity | Empowerment | Signaling theory | Signals | Transparency | Signalling | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Werbung | Marketingmanagement | Marketing management | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.11.060 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012238060