Beyond brand personality : building consumer-brand emotional relationship
Year of publication: |
June 2017
|
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Authors: | Becheur, Imene ; Bayarassou, Oula ; Ghrib, Hela |
Published in: |
Global business review. - New Delhi [u.a.] : Sage, ISSN 0972-1509, ZDB-ID 2004354-5. - Vol. 18.2017, 3, Supplement, p. 128-144
|
Subject: | Brand love | affective commitment | brand personality | consumer-brand relationship | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Persönlichkeitspsychologie | Personality psychology |
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