Brand loyalty through brand tribalism : an anthropological perspective
Year of publication: |
2022
|
---|---|
Authors: | Gonçalves Filho, Cid ; Chinelato, Flavia Braga ; Couto, Thiago Mendes Motta |
Published in: |
Management research review. - Bingley : Emerald, ISSN 2040-8277, ZDB-ID 2538372-3. - Vol. 45.2022, 6, p. 735-759
|
Subject: | Anthropological perspective | Brand loyalty | Brand tribalism | Consumer-brand relationships | Marketing management | Purchase intentions | Self-expressiveness brands | Indien | India | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markentreue | Markenartikel | Brand |
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