Moderating effect of brand commitment on apparel brand prestige in upward comparisons
Ken Kumagai and Shin'ya Nagasawa
| Year of publication: |
2021
|
|---|---|
| Authors: | Kumagai, Ken ; Nagasawa, Shin'ya |
| Published in: |
Journal of global fashion marketing : JGfM. - [Abingdon, Oxon] : Routledge, Taylor & Francis, ISSN 2325-4483, ZDB-ID 2669285-5. - Vol. 12.2021, 3, p. 195-213
|
| Subject: | affective brand commitment | Assimilation | calculative brand commitment | contrast | upward comparison | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image | Mitarbeiterbindung | Employee retention | Beziehungsmarketing | Relationship marketing | Vergleich | Comparison | Bekleidung | Clothing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/20932685.2021.1912630 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012584776