Support for the underdog brand biography : effects on consumer attitude and behavior
Dr. Komal Nagar
| Year of publication: |
2019
|
|---|---|
| Authors: | Nagar, Komal |
| Subject: | brand biography | brand familiarity | consumption decision | top dog | Underdog | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Markenartikel | Brand |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2017.1356349 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203329