So fun! : how fun brand names affect forgiveness of hedonic and utilitarian products
Shelly Rathee, Tamara M. Masters, Grace F. Yu-Buck
| Year of publication: |
2022
|
|---|---|
| Authors: | Rathee, Shelly ; Masters, Tamara M. ; Yu-Buck, Grace F. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 139.2022, p. 44-55
|
| Subject: | Brand transgression | Forgiveness | Fun brand names | Hedonic | Inconsistency | Utilitarian | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Utilitarismus | Utilitarianism | Markenimage | Brand image | Hedonischer Preisindex | Hedonic price index |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.09.041 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013194148