Building consumer-brand relationships through brand experience and brand identification
Year of publication: |
2020
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Authors: | Kumar, Vikas ; Kaushik, Arun Kumar |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 28.2020, 1, p. 39-59
|
Subject: | Brand experience | brand identification | consumer behavior | consumer-brand relationship | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand |
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