Understanding the role of attitude components in co-branding : a comparison of Spanish and Taiwanese consumers
Han-Chiang Ho, Candy Lim Chiu, Su-Ping Liu, Ling Ling Lee, Nora Lado and Fabrizio Cesaronic
| Year of publication: |
2019
|
|---|---|
| Authors: | Ho, Han Chiang ; Chiu, Candy Lim ; Liu, Su-Ping ; Lee, Ling Ling ; Lado Coustré, Nora ; Cesaronic, Fabrizio |
| Published in: |
Journal of international consumer marketing. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1528-7068, ZDB-ID 2069279-1. - Vol. 31.2019, 3, p. 203-224
|
| Subject: | Affective | brand fit | co-branding | cognitive | Correction | product fit | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Taiwan | Spanien | Spain | Kognition | Cognition | Marketingkooperation | Marketing cooperation | Markenimage | Brand image |
| Description of contents: | Description [doi.org] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2018.1531363 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200729