Why nonprofits are easier to endorse on social media : the roles of warmth and brand symbolism
Stefan F. Bernritter & Peeter W. J. Verlegh & Edith G. Smit
| Year of publication: |
February 2016
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| Authors: | Bernritter, Stefan F. ; Verlegh, Peeter W. J. ; Smit, Edith G. |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 33.2016, p. 27-42
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| Subject: | Online brand endorsements | Social media | Consumer behavior | Self-identity | Warmth and competence | Brand symbolism | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Online-Marketing | Internet marketing | Nonprofit-Organisation | Nonprofit organization | Markenimage | Brand image |
| Type of publication: | Article |
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| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.intmar.2015.10.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011482792