The importance of a general measure of brand engagement on market behavior development and validation of a scale.

The importance of a general measure of brand engagement on market behavior development and validation of a scale.

Bibliografiset tiedot
Julkaisussa:Journal of marketing research V. 46, 1-6 (2009).
Päätekijä: Sprott, David
Aineistotyyppi: Artikkeli
Kieli:English
Aiheet:
Consumer behavior.
Brand preferences.
Loyalty.
Self esteem.
Brand image.