We "like" to value the brand : a mixed-method study
Trung Dam-Huy Thai, Tien Wang and Tin Trung Nguyen
| Year of publication: |
2022
|
|---|---|
| Authors: | Trung Dam-Huy Thai ; Wang, Tien ; Tin Trung Nguyen |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 8, p. 1265-1284
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| Subject: | Brand identification | Computer-mediated communication | Crowd endorsement | Friend endorsement | FsQCA | Perceived brand value | PLS modeling | Social endorsement | Value cocreation | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Werbewirkung | Advertising effects | Markenimage | Brand image | Social Web | Social web | Celebrity-Werbung | Celebrity endorsement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2021-3567 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013429196