Using topdog versus underdog brand biography in advertising : effects of similarity and consumption decision of non-deceptive counterfeits
Komal Nagar
| Year of publication: |
2021
|
|---|---|
| Authors: | Nagar, Komal |
| Subject: | brand Biography | consumption Decision | counterfeiting | experiments | top dog | Underdog | Konsumentenverhalten | Consumer behaviour | Produktpiraterie | Product counterfeiting | Markenführung | Brand management | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenimage | Brand image | Werbung | Advertising |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2020.1777579 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012515870