Work

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Year: 2019

Type: article

Study design: Observational Study

Source: Journal of Retailing and Consumer Services

DOI: 10.1016/j.jretconser.2019.102012

Authors: Fei Zhou, Jian Mou, Qiulai Su, Yen Chun Jim Wu

Institutions: Huaqiao University, Pusan National University, Quanzhou Normal University, National Taiwan 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: W2996674837

FWCI: 10.5

Cites: 66

Cited by: 85

Related to: 10