Superstitious beliefs in consumer evaluation of brand logos : implications for corporate branding strategy
Yong Jian Wang; Monica D. Hernandez and Michael S. Minor; Jie Wei
| Year of publication: |
2012
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|---|---|
| Authors: | Wang, Yong Jian ; Hernandez, Monica D. ; Minor, Michael ; Wei, Jie |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 46.2012, 5, p. 712-732
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| Subject: | Konsumentenverhalten | Consumer behaviour | Volksglaube | Folk religion | Markenartikel | Brand | Markenimage | Brand image | Markenführung | Brand management |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009567636