"Meaningful marketing" : a process investigation of how consumers reward noninterruptive, nonpersuasive marketing communication
Sanjay Puligadda, Devon DelVecchio and Bob Gilbreath
| Year of publication: |
2014
|
|---|---|
| Authors: | Puligadda, Sanjay ; DelVecchio, Devon ; Gilbreath, Bob |
| Published in: |
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 | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenimage | Brand image | Markenartikel | Brand | Vertrauen | Confidence | Marketing |
| Extent: | Ill. |
|---|---|
| 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/10010423021