Style before substance? : building loyalty through marketing communication congruity
Orie Berezan, Anjala Selena Krishen, Sarah Tanford and Carola Raab
| Year of publication: |
2017
|
|---|---|
| Authors: | Berezan, Orie ; Krishen, Anjala Selena ; Tanford, Sarah ; Raab, Carola |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 51.2017, 7/8, p. 1332-1352
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| Subject: | Consumer behavior | Consumer research | Brand loyalty | Information | Communication | Consumer satisfaction | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markentreue | Markenführung | Brand management | Marketingmanagement | Marketing management | Kundenzufriedenheit | Customer satisfaction | Kommunikation | Marktforschung | Market research |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-06-2015-0314 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011725683