Open AccessThe Influence of Brand Communication on Consumers' Purchase Intention: Focus on Moderating Roles of Brand Familiarity
Author(s) -
Chen Zhijia,
Moon-Hong Kim
Publication year - 2016
Publication title -
yutong gyeong-yeong hakoeji
Language(s) - English
Resource type - Journals
eISSN - 2384-0145
pISSN - 2384-0137
DOI - 10.17961/jdmr.19.5.201610.5
Subject(s) - business , brand management , advertising , brand awareness , marketing , brand equity , brand loyalty , focus (optics) , brand extension , psychology , physics , optics