Brand addiction : exploring the concept and its definition through an experiential lens
Year of publication: |
June 2018
|
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Authors: | Cui, Charles Chi ; Mrad, Mona ; Hogg, Margaret K. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 87.2018, p. 118-127
|
Subject: | Brand addiction | Consumer-brand relationships | Focus group | Projective techniques | Salient properties | Definition | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Marktforschung | Market research | Markenartikel | Brand | Sucht | Addiction | Markenimage | Brand image |
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