The influence of COVID-19 pandemic on consumer-brand relationships : evidence of brand evangelism behaviors
Year of publication: |
2023
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Authors: | Sashittal, Hemant Chaitanya ; Jassawalla, Avan R. ; Sachdeva, Ruchika |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 3, p. 245-260
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Subject: | Brand evangelism | Consumer-brand relationships | COVID-19 | Intentionality | Coronavirus | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Epidemie | Epidemic | Markenartikel | Brand | Markenimage | Brand image |
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