Promoting brand gratitude through unique emotional connection : a qualitative study
Subhajit Bhattacharya and Arunava Dalal
| Year of publication: |
2023
|
|---|---|
| Authors: | Bhattacharya, Subhajit ; Dalal, Arunava |
| Published in: |
Qualitative market research : an international journal. - Bingley : Emerald, ISSN 1758-7646, ZDB-ID 2012932-4. - Vol. 26.2023, 5, p. 534-554
|
| Subject: | Brand engagement | Brand gratitude | Brand-emotional connectivity | Focus group discussion | Unique emotional connection (UEC) | Marketing | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/QMR-04-2022-0060 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014430696