Which brands do consumers become attached to? : the roles of brand concepts and brand positioning in the context of COVID-19
Year of publication: |
2023
|
---|---|
Authors: | Cai, Yuanyuan ; Wang, Mengmeng ; Huang, Haiyang ; Jiang, Quanyu |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 6, p. 892-907
|
Subject: | Brand attachment | Brand positioning strategy | Death anxiety | Self-transcendence brand concept | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Coronavirus |
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