Do brand relationships on social media motivate young consumers' value co-creation and willingness to pay? : the role of brand love
Year of publication: |
2022
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Authors: | Wallace, Elaine ; Torres, Pedro M. ; Augusto, Mário Gomes ; Stefuryn, Maryana |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 2, p. 189-205
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Subject: | Brand love | Brand trust | Intention to co-create value | Online brand engagement | Online consumer-brand identification | Willingness to pay a premium price | Zahlungsbereitschaftsanalyse | Willingness to pay | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Kundenintegration | Customer integration | Online-Marketing | Internet marketing | Kundenwert | Customer value | Virales Marketing | Viral marketing |
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