Kumar, Jitender; Nayak, Jogendra Kumar - In: Journal of Product & Brand Management 28 (2019) 2, pp. 216-230
Purpose: Considering brand ownership as a cause of concern, this paper aims to propose a conceptual model portraying brand engagement as a function of members’ brand psychological ownership (BPO) and value-congruity and to investigate the effect of brand engagement on brand attachment and...