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Title
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Self-brand congruity and brand communication
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Author
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Language
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English
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Source (book)
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Brand management in emerging markets : theories and practices / Wang, Cheng Lu. - Hershey, Pa, 2014
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Source (series)
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Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. - Hershey, Pa; 2014: 1
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Publication
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Hershey, Pa
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IGI Global
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2014
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ISBN
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978-1-4666-6242-1
[hbk]
978-1-4666-6243-8
[ebook]
978-1-4666-6245-2
[pbk]
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DOI
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10.4018/978-1-4666-6242-1.CH008
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Volume/pages
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p. 137-153
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Full text (Publisher's DOI)
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