Work

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Year: 2020

Type: article

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-11-2019-2639

Author: Elena Delgado-Ballester

Institution: Universidad de Murcia

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: W3083388169

FWCI: 3.865

Cites: 70

Cited by: 48

Related to: 10