Understanding the Fundamental Mechanisms of Origin-Based Brand Value Creation: An Empirical Analysis
作者： Frank Huber , Frederik Meyer , Katrin Stein
DOI: 10.1007/978-3-319-10873-5_166
关键词:
摘要: This paper presents the results of an empirical study on fundamental process customer-based brand value creation based origin associations. It extends existing knowledge by analyzing multiple paths effect and incorporating moderating role COB-COM-congruency. The offer valuable implications for marketing research practice.
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sci-hub.st 参考文章(39)
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