The effect of content credibility on consumer-based brand equity : the case of Indian television channels
Madhupa Bakshi; Bilal Mustafa Khan; Prashant Mishra
| Year of publication: |
2014
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|---|---|
| Authors: | Bakshi, Madhupa ; Khan, Bilal Mustafa ; Mishra, Prashant |
| Published in: |
International journal of Indian culture and business management. - Genève : Inderscience Enterprises, ISSN 1753-0806, ZDB-ID 2422766-3. - Vol. 8.2014, 3, p. 329-344
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| Subject: | credibility | brand equity | television channels | believability | content packaging | loyalty | quality | media brands | Markenimage | Brand image | Glaubwürdigkeit | Credibility | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Vertriebsweg | Distribution channel | Indien | India | Fernsehen | Television | Fernsehsender | Television industry | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Fernsehwerbung | Television advertising |
| 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/10010401590