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.

Bibliografiska uppgifter
I publikationen:Journal of marketing research V. 46, 1-6 (2009).
Huvudupphovsman: Sprott, David
Materialtyp: Artikel
Språk:English
Ämnen:
Consumer behavior.
Brand preferences.
Loyalty.
Self esteem.
Brand image.