Guèvremont, Amélie; Grohmann, Bianca - In: European Journal of Marketing 50 (2016) 3/4, pp. 602-620
Purpose This paper aims to examine under what conditions consumers develop emotional attachment toward authentic brands. It proposes that authentic brands’ ability to evoke attachment is contingent upon situational (i.e. need to belong and need to express the authentic self) and consumer...