KOREASCHOLAR

ISTANCED ASSETS - WE OWN IT, BUT WE DON’T’: A STUDY OF BRAND – CONSUMER ARCHETYPICAL BEHAVIOR IN THE SHARED ECONOMY ENVIRONMENT

Isaac Jacob, Krupa Rai, Monica Khanna, Devarsh Muni, Mohak Shah
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/403113
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1587-1591
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
shared economybrand archetypeconsumer behaviormillennialstechnology in marketing
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ABSTRACT
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Author
  • Isaac Jacob(K J Somaiya Institute of Management Studies & Research, India)
  • Krupa Rai(K J Somaiya Institute of Management Studies & Research, India)
  • Monica Khanna(K J Somaiya Institute of Management Studies & Research, India)
  • Devarsh Muni(K J Somaiya Institute of Management Studies & Research, India)
  • Mohak Shah(K J Somaiya Institute of Management Studies & Research, India)