BOOK-CHAPTER
Retailer Brand Management: Fostering Brand Citizenship
Keywords:
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Topics
Consumer Behavior in Brand Consumption and Identification
Social Sciences → Business, Management and Accounting → Marketing
Customer Service Quality and Loyalty
Social Sciences → Business, Management and Accounting → Organizational Behavior and Human Resource Management
Digital Marketing and Social Media
Social Sciences → Social Sciences → Sociology and Political Science
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JOURNAL ARTICLE
Impact of brand‐building activities and retailer‐based brand equity on retailer brand communities
Sridhar SamuPreeti Krishnan LyndemReginald A. Litz
Journal: European Journal of Marketing Year: 2012 Vol: 46 (11/12)Pages: 1581-1601