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

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

Minju Lee, Eunju Ko

언어ENG
URLhttps://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)

키워드

Korean wave human brand eWOM customer equity cultural proximity

목차

ABSTRACT

저자

Minju Lee(Yonsei University)
Eunju Ko(Yonsei University)

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