Brand-self connections and brand prominence as drivers of employee brand attachment
نویسندگان
چکیده
منابع مشابه
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation ofTwo Critical Brand Equity Drivers
Research has not verified the theoretical or practical value of the brand attachment construct in relation to alternative constructs, particularly brand attitude strength. The authors make conceptual, measurement, and managerial contributions to this research issue. Conceptually, they define brand attachment, articulate its defining properties, and differentiate it from brand attitude strength....
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ژورنال
عنوان ژورنال: AMS Review
سال: 2018
ISSN: 1869-814X,1869-8182
DOI: 10.1007/s13162-018-0110-6