Work

Investigating the effects of consumer characteristics with respect to brand knowledge and product involvement on brand alliance evaluation

Year: 2021

Type: article

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-05-2019-0321

Authors: Pankaj Singh, Anees Ahmad, Gyan Prakash, Prabhat Kumar Singh Kushwah

Institutions: ICFAI Business School, ICFAI Foundation for Higher Education, Institute of Chartered Financial Analysts of India, Dr. B. R. Ambedkar National Institute of Technology Jalandhar

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: W3126486753

FWCI: 0.978

Cites: 40

Cited by: 9

Related to: 10