Nonprofit brand strength’s moderational role
The nature and characteristics of the nonprofit brand strength construct are conceptualized. Brand strength is defined as a multidimensional construct, composed by brand familiarity, brand remarkability, and brand attitude. Brand familiarity refers to the level of knowledge the target audience has...
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| Format: | Article |
| Language: | English |
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Faculty of Economics and Business in Osijek
2015-03-01
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| Series: | Ekonomski Vjesnik |
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| Online Access: | http://hrcak.srce.hr/file/202491 |