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.

Dettagli Bibliografici
Pubblicato in:Journal of marketing research V. 46, 1-6 (2009).
Autore principale: Sprott, David
Natura: Articolo
Lingua:English
Soggetti:
Consumer behavior.
Brand preferences.
Loyalty.
Self esteem.
Brand image.