The brand likeability effect: Can firms make themselves more likeable

Journal of General Management

Volumn 38, Issue 3, 2013, Pages 25-50

  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

[No Author keywords available]

Indexed keywords

EID: 84883196710     PISSN: 03063070     EISSN: None     Source Type: Journal    
DOI: 10.1177/030630701303800303     Document Type: Article

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