The role of sponsorship and public relations in brand equity creation : an exploratory of vietnamese consumers perception of soft drinks
Le Dang Lang, Le Tan Buu, and Nguyen Van Hien
| Year of publication: |
2020
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|---|---|
| Authors: | Le Dang Lang ; Le Tan Buu ; Nguyen Van Hien |
| 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. 26.2020, 6, p. 385-400
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| Subject: | Brand Equity | Marketing Communication | Public Relations | Soft Drinks | Sponsorship | Öffentlichkeitsarbeit | Public relations | Sponsoring | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Markenführung | Brand management | Softdrink | Soft drink | Markenwert | Brand equity |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10454446.2020.1790459 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012287136