Consumer brand relationships
نویسندگان
چکیده
منابع مشابه
The neuropeptide oxytocin modulates consumer brand relationships
Each year, companies invest billions of dollars into marketing activities to embellish brands as valuable relationship partners assuming that consumer brand relationships (CBRs) and interpersonal relationships rest upon the same neurobiological underpinnings. Given the crucial role of the neuropeptide oxytocin (OXT) in social bonding, this study tests whether OXT-based mechanisms also determine...
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ژورنال
عنوان ژورنال: Journal of Brand Management
سال: 2014
ISSN: 1350-231X,1479-1803
DOI: 10.1057/bm.2014.21