Work

Leveraged marketing communications: a framework for explaining the effects of secondary brand associations

Year: 2016

Type: article

Source: AMS Review

DOI: 10.1007/s13162-016-0081-4

Authors: Lars Bergkvist, Charles R. Taylor

Institutions: Universiti Teknologi Brunei, Villanova 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

Funder: Kellogg's

OpenAlex ID: W2514419212

FWCI: 7.624

Cites: 132

Cited by: 56

Related to: 10