Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment
Fayrene Chieng, Piyush Sharma and Russel PJ Kingshott and Rajat Roy
Year of publication: |
2022
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Authors: | Chieng, Fayrene ; Sharma, Piyush ; Kingshott, Russel PJ ; Roy, Rajat |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 6, p. 870-885
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Subject: | Brand attachment | Brand experience | Brand loyalty | Need for uniqueness | Self-congruity | Markenführung | Brand management | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markentreue | Markenartikel | Brand | Kundenbindung | Customer retention |
Saved in:
Online Resource