Scripting the meaning : the influence of brand name script on brand meaning and brand attitude
Olga Roshchupkina, Gi-Du Kang
| Year of publication: |
2023
|
|---|---|
| Authors: | Roshchupkina, Olga ; Kang, Gi-Du |
| Published in: |
Asia marketing journal. - [Seoul] : Korean Marketing Association, ISSN 2765-6500, ZDB-ID 3119030-3. - Vol. 25.2023, 2, p. 45-60
|
| Subject: | Brand meaning | Brand name | Brand attitude | Script | Korea | Markenführung | Brand management | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Südkorea | South Korea |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.53728/2765-6500.1609 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014384072