"Meaningful marketing" : a process investigation of how consumers reward noninterruptive, nonpersuasive marketing communication
|Year of publication:||
|Authors:||Puligadda, Sanjay ; DelVecchio, Devon ; Gilbreath, Bob|
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 5, p. 325-338
|Subject:||brand benevolence | brand trust | brand indebtedness | purchase intentions | meaningful marketing | Markenführung | Brand management|
|Type of publication:||Article|
|Type of publication (narrower categories):||Aufsatz in Zeitschrift ; Article in journal|
ECONIS - Online Catalogue of the ZBW
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