Managing sub-branding affect transfer : the role of consideration set size and brand loyalty
Yi He, Qimei Chen, Leona Tam, Ruby P. Lee
| Year of publication: |
March 2016
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|---|---|
| Authors: | He, Yi ; Chen, Qimei ; Tam, Leona ; Lee, Ruby |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 1, p. 103-113
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| Subject: | Sub-branding | Affect transfer | Consideration set | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Markentreue | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-014-9317-y [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011444037