What and how to communicate about a corporate brand with the consumers: An exploratory study

The present exploratory study investigates the differential impact of various relevant corporate brand associations on consumers' cognitive (product attitude and purchase intention) and affective responses (affective corporate commitment) in the three sectors, namely durables, services and fast...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing communications 2018-04, Vol.24 (3), p.230-249
Hauptverfasser:	Mann, Bikram Jit Singh, Ghuman, Mandeep Kaur
Format:	Artikel
Sprache:	eng
Schlagworte:	affective corporate commitment Brand equity Consumer attitudes consumer product attitude Consumers corporate brand associations corporate branding Customer relations Fast moving consumer goods Market strategy Purchase intention
Online-Zugang:	Volltext
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