We need both brand love and emotional attachment : a serial mediation framework toward addictive buying and loyalty
Year of publication: |
2023
|
---|---|
Authors: | Babić-Hodović, Vesna ; Mujkić, Alisa ; Arslanagić-Kalajdžić, Maja |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 30.2023, 1, p. 9-33
|
Subject: | Addictive buying | Brand authenticity | Brand love | Brand popularity | Brand self-expressiveness | Emotional attachment | Loyalty | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Markenimage | Brand image |
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