Towards an integrated model for brand adoption : insights from an organismic integration theory
Naeem Gul Gilal, Jing Zhang, Faheem Gul Gilal, Rukhsana Gul Gilal
| Year of publication: |
2022
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|---|---|
| Authors: | Gilal, Naeem Gul ; Zhang, Jing ; Gilal, Faheem Gul ; Gilal, Rukhsana Gul |
| Published in: |
European journal of international management : EJIM. - Genève : Inderscience, ISSN 1751-6765, ZDB-ID 2316652-6. - Vol. 17.2022, 1, p. 1-26
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| Subject: | brand adoption | hard-sell appeal | motivation types | social influence | soft-sell appeal | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/EJIM.2022.119745 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012798012