Stanković, Jelena; Đukić, Suzana - In: Ekonomske teme 60 (2022) 4, pp. 513-531
Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary … consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate … image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar …
