KOREASCHOLAR

HUMAN BRANDS, EWOM, AND CUSTOMER EQUITY: THE MODERATING EFFECT OF CULTURAL PROXIMITY ON CONSUMER-BRAND RELATIONSHIPS

Minju Lee, Eunju Ko
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401147
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
p.647
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Korean wavehuman brandeWOMcustomer equitycultural proximity
Table Content
ABSTRACT
Author
  • Minju Lee(Yonsei University)
  • Eunju Ko(Yonsei University)