Discovering surrogate branding via online image development : a case from India
Year of publication: |
2019
|
---|---|
Authors: | Jain, Varsha ; Kitchen, Philip J. ; Ganesh B. E. ; Garg, Akanksha ; Pathak-Shelat, Manisha |
Published in: |
International journal of management concepts and philosophy : IJMCP. - Olney, Bucks : Inderscience Enterprises, ISSN 1478-1484, ZDB-ID 2164930-3. - Vol. 12.2019, 3, p. 342-359
|
Subject: | surrogate branding | online image | India | conceptual model | qualitative study | young adults | individual images | process of surrogate branding | digital platform usages | personal branding | Indien | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Digitale Plattform | Digital platform |
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