Examination of the roles played by brand love and jealousy in shaping customer engagement
Year of publication: |
2014
|
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Authors: | Sarkar, Abhigyan ; Sreejesh, S. |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 23.2014, 1, p. 24-32
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Subject: | Consumer behaviour | Self-esteem | Purchase intention | Customer engagement | Brand jealousy | Brand love | Self-expressive brands | Konsumentenverhalten | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Emotion | Markenartikel | Brand | Virales Marketing | Viral marketing |
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