Influence of two modes of intergenerational communication on brand equity
Yuanyuan Cai; Guangzhi Zhao; Jiaxun He
| Year of publication: |
2015
|
|---|---|
| Authors: | Cai, Yuanyuan ; Zhao, Guangzhi ; He, Jiaxun |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 68.2015, 3, p. 553-560
|
| Subject: | IG influence | IG communication | IG-influences-based brand equity (IGBE) | Brand equity | Chinese consumers | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | China | Markenführung | Brand management | Marketingmanagement | Marketing management | Markenwert |
| 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/10010496182