Work

Aligning conflict brand stories with product types

Year: 2020

Type: article

Study design: Observational Study

Source: Journal of Consumer Marketing

DOI: 10.1108/jcm-09-2019-3428

Authors: Chin-Ching Yin, Hung-Chang Chiu, Yi-Ching Hsieh

Institutions: National Tsing Hua University, National Central 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: W3087489783

FWCI: 0.777

Cites: 68

Cited by: 7

Related to: 10