SHOULD BRANDS TAKE POLITICAL SIDES? – HOW A BRAND’S POLITICAL ASSOCIATION AFFECTS BRAND ATTITUDES AND AUTHENTICITY - koreascholar

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SHOULD BRANDS TAKE POLITICAL SIDES? – HOW A BRAND’S POLITICAL ASSOCIATION AFFECTS BRAND ATTITUDES AND AUTHENTICITY

Dina Baszok, Fernando Fastoso, Boris Bartikowski, Heribert Gierl

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/401191

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Global Marketing Conference

2020 Global Marketing Conference at Seoul (2020.11)
pp.882-890

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

키워드

brand political associations consumer polarization brand authenticity

목차

INTRODUCTION
HYPOTHESES
METHODS
RESULTS
DISCUSSION
REFERENCES

저자

Dina Baszok(innogy SE)
Fernando Fastoso(University of York Fernando)
Boris Bartikowski(Kedge Business School)
Heribert Gierl(University of Augsburg)

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