The effects of positive valence and intensity of word-of-mouth and advertising on forming beer brand equity and purchase intentions
Edward Shih-Tse Wang, Jia-Yi Lin, and Yu-Ting Liao
| Year of publication: |
2023
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|---|---|
| Authors: | Wang, Edward Shih-Tse ; Lin, Jia-Yi ; Liao, Yu-Ting |
| Published in: |
Journal of food products marketing : innovations in food advertising, food promotion, food publicity, food sales promotion. - London : Routledge, Taylor & Francis Group, ISSN 1540-4102, ZDB-ID 2112964-2. - Vol. 29.2023, 8/9, p. 255-269
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| Subject: | advertising | brand equity | intensity | valence | Word-of-mouth | Markenimage | Brand image | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Bier | Beer | Markenartikel | Brand | Online-Marketing | Internet marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10454446.2023.2273517 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014443964