Enhancing brand equity in branded apps: A hedonic and utilitarian motivation´s perspective.
| Autor: | Tran, Trang P.1 (AUTHOR), Gugenishvili, Ilia2 (AUTHOR) trantra17@ecu.edu, Muldrow, Adrienne F.3 (AUTHOR) |
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| Zdroj: | Journal of Marketing Communications. Apr2024, Vol. 30 Issue 3, p318-343. 26p. |
| Databáze: | Business Source Ultimate |
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