When does customization improve brand attitude?
Pielah Kim, Hua Chang, Rajiv Vaidyanathan and Leslie Stoel
| Year of publication: |
2023
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|---|---|
| Authors: | Kim, Pielah ; Chang, Hua ; Vaidyanathan, Rajiv ; Stoel, Leslie |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 8, p. 1233-1247
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| Subject: | Brand attitude | Brand relationship | Customization | Gift-giving | Perceived partner quality | Self-Construal | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markenimage | Brand image | Markenführung | Brand management | Kundenzufriedenheit | Customer satisfaction |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-06-2022-4043 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014485563