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Conflicting consumer cultures, shopping rituals, and the challenges of measuring consumer-based brand equity

  • Published:2022-07-22 Issue: Volume: Page:1-20
  • ISSN:1069-6679
  • Container-title:Journal of Marketing Theory and Practice
  • language:en
  • Short-container-title:Journal of Marketing Theory and Practice

Author:

Hajdas Monika1ORCID,Radomska Joanna2ORCID,Szpulak Aleksandra3ORCID,Silva Susana C.4ORCID

Affiliation:

1. Marketing Management Department, Wroclaw University of Economics and Business, Wroclaw, Poland

2. Strategic Management Department, Wroclaw University of Economics and Business, Wroclaw, Poland

3. Department of Corporate and Public Finance, Wroclaw University of Economics and Business, Wroclaw, Poland

4. Católica Porto Business School & CEGE, Universidade Catolica Portuguesa, Porto, Portugal

Funder

Ministry of Science and Higher Education

Publisher

Informa UK Limited

Subject

Marketing

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