The asymmetric effect of corporate reputation communication on flagship and non-flagship product evaluations
Zengxiang Chen, Huifang Mao, Tu Tu, Haizhong Wang
| Year of publication: |
2024
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|---|---|
| Authors: | Chen, Zengxiang ; Mao, Huifang ; Tu, Tu ; Wang, Haizhong |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 8, p. 1673-1685
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| Subject: | corporate reputation communication | diagnosticity | eye-tracking | flagship and non-flagship products | warm glow feelings | Firmenimage | Corporate reputation | Markenführung | Brand management | Öffentlichkeitsarbeit | Public relations | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.22003 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015073406