Tuškej, Urška; Podnar, Klement - In: Journal of Product & Brand Management 27 (2018) 1, pp. 3-17
Purpose: This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach: Data collected with an...