Drivers and Outcomes of Brand Heritage: Consumers' Perception of Heritage Brands in the Automotive Industry - Wiedmann, Klaus-Peter; Hennigs, Nadine; Schmidt, Steffen; Wuestefeld, Thomas (Journal of marketing theory and practice, 2011)
Keywords: Authenticity; Automobile industry; Brand identification; Brand image; Brand loyalty; Brand management; Brands; Consumer advertising; Consumer behavior; Consumer research; Consumers; Cultural preservation; Customer satisfaction; Kfz-Industrie; Konsumentenverhalten; Kundenzufriedenheit; Markenimage; Marketing; Modeling; Partielle kleinste Quadrate; Perceptions; Strategic management; Studies; Sustainability