The brand likeability scale : an exploratory study of likeability in firm-level brands
Bang Nguyen (East China University of Science and Technology), Yuksel Ekinci (University of Reading), Lyndon Simkin (Coventry University), T.C. Melewar (Middlesex University)
| Year of publication: |
2015
|
|---|---|
| Authors: | Bang, Nguyen ; Ekinci, Yuksel ; Simkin, Lyndon ; Melewar, T. C. |
| Published in: |
International journal of market research : JMRS ; the journal of the Market Research Society. - London : Sage, ISSN 1470-7853, ZDB-ID 2006314-3. - Vol. 57.2015, 5, p. 777-800
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| Subject: | Markenführung | Brand management | Markenimage | Brand image | Kundenzufriedenheit | Customer satisfaction | Emotion | Wahrnehmung | Perception | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |