Self-construal drives preference for partner and servant brands
Year of publication: |
2021
|
---|---|
Authors: | Hsieh, Meng-Hua ; Li, Xingbo ; Jain, Shailendra Pratap ; Swaminathan, Vanitha |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 129.2021, p. 183-192
|
Subject: | Anthropomorphism | Brand relationship | Partner brands | Self-construal | Servant brands | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing |
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