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.

书目详细资料
发表在:Journal of marketing research V. 46, 1-6 (2009).
主要作者: Sprott, David
格式: 文件
语言:English
主题:
Consumer behavior.
Brand preferences.
Loyalty.
Self esteem.
Brand image.