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When goliaths win and davids lose : the moderating role of perceived risk in brand biography effects
Tezer, Ali; Bodur, H. Onur; Grohmann, Bianca - In: Psychology & marketing 39 (2022) 1, pp. 27-45
Persistent link: https://www.econbiz.de/10012796056
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Communicating brand biographies effectively : the role of communication source
Tezer, Ali; Bodur, H. Onur; Grohmann, Bianca - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 712-733
Persistent link: https://www.econbiz.de/10012293328