Leveraging brand coolness for building strong consumer-brand relationships : different implications for products and services
Year of publication: |
2024
|
---|---|
Authors: | Tran Trieu Khai ; Anh Tran Tram Truong ; Truong, Van-Anh T. ; Luu Trong Tuan |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 2, p. 258-272
|
Subject: | Brand attitude | Brand coolness | Brand relationship | Branded entity | Self-brand connection | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand | Marketingmanagement | Marketing management |
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