문헌리뷰

One brand perception? Or many? The heterogeneity of intra-brand knowledge

브라보맨 2011. 2. 17. 11:33
One brand perception? Or many? The heterogeneity of intra-brand knowledge

Oliver Koll, Sylvia von Wallpach



  1. Introduction
  2. Brand strength: the brand knowledge-response link
  3. Brand response segments
  4. Method
  5. Results
  6. Discussion
  7. Limitations and future research