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Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love
Wallace, Elaine; Torres, Pedro; Augusto, Mário; … - In: Journal of Product & Brand Management 31 (2021) 2, pp. 189-205
Purpose: Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’...
Persistent link: https://www.econbiz.de/10012641094
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Outcomes for self-expressive brands followed on social media : identifying different paths for inner self-expressive and social self-expressive brands
Wallace, Elaine; Torres, Pedro M.; Augusto, Mário Gomes; … - In: Journal of business research : JBR 135 (2021), pp. 519-531
Persistent link: https://www.econbiz.de/10012647938
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Do brand relationships on social media motivate young consumers' value co-creation and willingness to pay? : the role of brand love
Wallace, Elaine; Torres, Pedro M.; Augusto, Mário Gomes; … - In: The journal of product & brand management 31 (2022) 2, pp. 189-205
Persistent link: https://www.econbiz.de/10013164305