Effects of Country Variables on Brand Strength: Moderating by Brand Life Cycle and Cultural Identification
نویسندگان
چکیده
منابع مشابه
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation ofTwo Critical Brand Equity Drivers
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....
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ژورنال
عنوان ژورنال: International Journal of Trade, Economics and Finance
سال: 2010
ISSN: 2010-023X
DOI: 10.7763/ijtef.2010.v1.70