Work

Modeling brand immunity: the moderating role of generational cohort membership

Year: 2017

Type: article

Study design: Observational Study

Source: Journal of Brand Management

DOI: 10.1057/s41262-017-0063-3

Authors: B. Saju, K. Harikrishnan, S. Joseph Jeya Anand

Institution: Vellore Institute of Technology 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: W2746828404

FWCI: 1.979

Cites: 114

Cited by: 13

Related to: 10