The effects of sensory fit on consumer evaluations of co-branding
Jungyong Ahn, Ahyeon Kim and Yongjun Sung
| Year of publication: |
2020
|
|---|---|
| Authors: | Ahn, Jungyong ; Kim, Ahyeon ; Sung, Yongjun |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 39.2020, 4, p. 486-503
|
| Subject: | Co-branding | colour | laboratory experiment | perceived fit | sensory fit | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Experiment | Wahrnehmung | Perception | Markenimage | Brand image | Marketingkooperation | Marketing cooperation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2019.1652518 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012260230