The role of brand personality in the formation of consumer affect and self-brand connection
Year of publication: |
2022
|
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Authors: | McManus, Justin F. ; Carvalho, Sergio W. ; Trifts, Valerie |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 4, p. 551-569
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Subject: | Brand personality | Brand-related affect | Customer-based brand equity | Self-brand connection | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Emotion |
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