Leveraging brand coolness for building strong consumer-brand relationships : different implications for products and services
Khai Trieu Tran, Anh Tran Tram Truong, Van-Anh T. Truong, Tuan Trong Luu
| Year of publication: |
2024
|
|---|---|
| Authors: | Tran Trieu Khai ; Anh Tran Tram Truong ; Truong, Van-Anh T. ; Luu Trong Tuan |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 2, p. 258-272
|
| Subject: | Brand attitude | Brand coolness | Brand relationship | Branded entity | Self-brand connection | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markentreue | Brand loyalty | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-05-2023-4476 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486340