The mediating effect of perceived usefulness and brand attitude in relationship between consumer-brand metrics
Gursimranjit Singh and Maninder Singh
| Year of publication: |
2022
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|---|---|
| Authors: | Gursimranjit Singh ; Maninder Singh |
| Published in: |
International journal of business innovation and research : IJBIR. - Genève [u.a.] : Inderscience Enterprises, ISSN 1751-0260, ZDB-ID 2436046-6. - Vol. 27.2022, 1, p. 61-75
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| Subject: | brand awareness | brand attitude | perceived usefulness | purchase intention | smartphones | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Markenführung | Brand management | Mobiltelefon | Mobile phone | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBIR.2022.120406 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012887907