Modeling brand immunity : the moderating role of generational cohort membership
B. Saju, K. Harikrishnan, S. Joseph Jeya Anand
| Year of publication: |
March 2018
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|---|---|
| Authors: | Saju, B. ; Harikrishnan, K. ; Anand, S. Joseph Jeya |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 25.2018, 2, p. 133-146
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| Subject: | Brand community | Emotional brand attachment | Generational cohorts | Gen Y consumers | Brand trustworthiness | Indian consumers | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Indien | India | Kohortenanalyse | Cohort analysis | Markenartikel | Brand | Altersgruppe | Age group | Markenimage | Brand image | Werbewirkung | Advertising effects | Emotion | Marketingmanagement | Marketing management | Markentreue | Brand loyalty | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-017-0063-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011891243