Open AccessInteractions between brand concept marketing and purchase intention via word-of-mouth: a case study of luxury branded goods
Author(s) -
Hsiang-hsi Liu,
Chia-mei Lo
Publication year - 2019
Publication title -
journal of business, economics and finance
Language(s) - English
Resource type - Journals
ISSN - 2146-7943
DOI - 10.17261/pressacademia.2019.1128
Subject(s) - advertising , word of mouth , business , marketing , luxury goods , brand extension , brand management