Synergistic effect of matching corporate and product brand images on purchase intentions : comparing the importance of functional and emotional value
Takumi Kato
| Year of publication: |
2021
|
|---|---|
| Authors: | Kato, Takumi |
| Subject: | Brand architecture | Sub-brands | Corporate brand | Product brand | Automobile industry | Propensity score | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Kfz-Industrie | Automotive industry | Markenarchitektur | Markenartikel | Brand | Firmenimage | Corporate reputation |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-021-00250-w [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012792883