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THE MULTILEVEL EFFECT OF BRAND COMMUNICATION ON BRAND CITIZENSHIP BEHAVIOR: THE MODERATED MEDIATION OF BRANDING CULTURE AND BRAND PSYCHOLOGICAL OWNERSHIP

Hsu-Hsin Chiang, Tzu-Shian Han
  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/403091
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1558-1561
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
키워드
brand communicationbranding culturebrand psychological ownershipbrand citizenship behavior
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ABSTRACT
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저자
  • Hsu-Hsin Chiang(National Tsing Hua University, Taiwan)
  • Tzu-Shian Han(National Chengchi University, Taiwan)
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