Betrayed by the buzz? Covert content and consumer-brand relationships

Journal of Public Policy and Marketing

Volumn 28, Issue 2, 2009, Pages 212-220

  Ashley, Christy ^a   Leonard, Hillary A ^b  

^a EAST CAROLINA UNIVERSITY   (United States)

^b UNIVERSITY OF RHODE ISLAND   (United States)

Author keywords

Brand trust; Commitment; Consumer brand relationships; Covert marketing

Indexed keywords

EID: 73949148730     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1509/jppm.28.2.212     Document Type: Article

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