The effect of mixed versus blocked sequencing of promotion and prevention features on brand evaluation : the moderating role of regulatory focus
Subimal Chatterjee; Ashwin Vinod Malshe; Timothy B. Heath
| Year of publication: |
2010
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|---|---|
| Authors: | Chatterjee, Subimal ; Malshe, Ashwin Vinod ; Heath, Timothy B. |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 63.2010, 12, p. 1290-1294
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| Subject: | Markenimage | Brand image | Kundenzufriedenheit | Customer satisfaction | Verkaufsförderung | Sales promotion | Markentransfer | Brand extension |
| 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/10008747496