Turning brand credibility into positive word-of-mouth : integrating the signaling and social identity perspectives
Jake An, Diem Khac Xuan Do, Liem Viet Ngo, Tran Ha Minh Quan
| Year of publication: |
2019
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|---|---|
| Authors: | An, Jake ; Diem Khac Xuan Do ; Ngo, Liem Viet ; Tran Ha Minh Quan |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 2, p. 157-175
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| Subject: | Brand credibility | Brand-self connection | Brand-social connection | Word-of-mouth | Virales Marketing | Viral marketing | Markenführung | Brand management | Markenimage | Brand image | Glaubwürdigkeit | Credibility | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Signalling | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-0118-0 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012060056