Why social currency becomes a key driver of a firm's brand equity : insights from the automotive industry
Lara Lobschat, Markus A. Zinnbauer, Florian Pallas and Erich Joachimsthaler
| Year of publication: |
2013
|
|---|---|
| Authors: | Lobschat, Lara ; Zinnbauer, Markus A. ; Pallas, Florian ; Joachimsthaler, Erich |
| Published in: |
Long range planning : LRP ; international journal of strategic management. - Oxford : Elsevier, ISSN 0024-6301, ZDB-ID 160984-1. - Vol. 46.2013, 1/2, p. 125-148
|
| Subject: | Markenimage | Brand image | Sozialkapital | Social capital | Konsumentenverhalten | Consumer behaviour | Partielle kleinste Quadrate | Partial least squares | Kfz-Industrie | Automotive industry | USA | United States |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009735691