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.

Opis bibliograficzny
Wydane w:Journal of marketing research V. 46, 1-6 (2009).
1. autor: Sprott, David
Format: Artykuł
Język:English
Hasła przedmiotowe:
Consumer behavior.
Brand preferences.
Loyalty.
Self esteem.
Brand image.