A framework of brand likeability: An exploratory study of likeability in firm-level brands

Journal of Strategic Marketing

Volumn 21, Issue 4, 2013, Pages 368-390

  Nguyen, Bang ^a   Melewar, T C ^b   Chen, Junsong ^c  

^a OXFORD BROOKES UNIVERSITY   (United Kingdom)

^b BRUNEL UNIVERSITY   (United Kingdom)

^c CHINA EUROPE INTERNATIONAL BUSINESS SCHOOL   (China)

Author keywords

branding; consumer; exploratory; likeability; perceptions; services

Indexed keywords

EID: 84879691543     PISSN: 0965254X     EISSN: 14664488     Source Type: Journal    
DOI: 10.1080/0965254X.2013.790472     Document Type: Article

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