Too much of a good thing? : consumer response to strategic changes in brand image
Tarje Gaustad, Bendik M. Samuelsen, Luk Warlop, Gavan J. Fitzsimons
| Year of publication: |
2019
|
|---|---|
| Authors: | Gaustad, Tarje ; Samuelsen, Bendik M. ; Warlop, Luk ; Fitzsimons, Gavan J. |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 36.2019, 2, p. 264-280
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| Subject: | Self-brand connection | Self-identity | Brand image change | Dampened brand associations | Augmented brand associations | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |