How do brand communication and brand personality shape consumer loyalty?
Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić
| Year of publication: |
2023
|
|---|---|
| Authors: | Heleta Švrakić, Emilija ; Arslanagić-Kalajdžić, Maja |
| Published in: |
Economic and business review : EBR. - Ljubljana : Economic & Business Review, ISSN 2335-4216, ZDB-ID 2406428-2. - Vol. 25.2023, 2, Art.-No. 4, p. 118-127
|
| Subject: | Brand personality | Brand communication | Brand loyalty | Beauty industry | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Werbewirkung | Advertising effects |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.15458/2335-4216.1321 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014309208