Open AccessRelationships among Utilitarian and Hedonic Values, Brand Affect and Brand Trust in the Smartphone Industry
Author(s) -
İkram Daştan,
Fatih Geçti
Publication year - 2014
Publication title -
journal of management research
Language(s) - English
Resource type - Journals
ISSN - 1941-899X
DOI - 10.5296/jmr.v6i2.5261
Subject(s) - affect (linguistics) , structural equation modeling , advertising , marketing , value (mathematics) , brand awareness , brand experience , psychology , brand equity , business , mathematics , statistics , communication , product management , new product development