The science of creating brand associations : a continuous trinity model linking brand associations to learning processes
Christilene du Plessis, Serena D'Hooge, Steven Sweldens
| Year of publication: |
2024
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|---|---|
| Authors: | Du Plessis, Christilene ; D'Hooge, Serena C. ; Sweldens, Steven |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 51.2024, 1, p. 29-41
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| Subject: | Consumer learning | brand associations | attitudes | automaticity | theory building | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Lernprozess | Learning process | Theorie | Theory | Lernen | Learning |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucad046 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014634417