"Regions" as brands : an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect
Argho Bandyopadhyay, John Hall, Ho Yin Wong, Larry Lockshin, Yunen Zhang and Park Thaichon
| Year of publication: |
2024
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|---|---|
| Authors: | Bandyopadhyay, Argho ; Hall, John ; Wong, Ho Yin ; Lockshin, Lawrence S. ; Zhang, Yunen ; Thaichon, Park |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 36.2024, 2, p. 457-479
|
| Subject: | Brand equity | Complex product category | Consumer-based brand equity | Consumer-brand relationship | Cross-over effect | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-03-2023-0196 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014486751