Work

Influences of two modes of intergenerational communication on brand equity

Year: 2014

Type: article

Study design: Observational Study

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2014.09.007

Authors: Yuanyuan Cai, Guangzhi Zhao, Jiaxun He

Institutions: Shanghai University, Loyola University Maryland, East China Normal University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2155607206

FWCI: 13.86

Cites: 48

Cited by: 43

Related to: 10