Positive affectivity as a predictor of consumers' propensity to be brand loyal
Sanjay Pulligadda, Frank R. Kardes, Maria L. Cronley
| Year of publication: |
March 2016
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|---|---|
| Authors: | Pulligadda, Sanjay ; Kardes, Frank R. ; Cronley, Maria L. |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 2, p. 216-228
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| Subject: | brand loyalty | branding | positive affectivity | affect | traits | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Emotion | Markenartikel | Brand | Markenimage | Brand image | Markentreue | Brand loyalty | Beziehungsmarketing | Relationship marketing | Persönlichkeitspsychologie | Personality psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/bm.2015.43 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011459533