Effects of Self-Expressive Brand and Susceptibility to Interpersonal Influence on Brand Addiction: Mediating Role of Brand Passion
نویسندگان
چکیده
منابع مشابه
Providing Marketing Strategies Based on Studying the Role of Passion toward Brand, Self-Expression and Self-Brand Integration in Building Brand Trust
In the recent years, the creation of the customer involvement with a brand has been considered as one of the strategic requirements of companies, and the creation and maintenance of emotional communication with a brand has provided a basis for deep communication between the customer, brand, and long-term profitability. The purpose of this study is to examine emotional links with brands, to prov...
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Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...
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Background. Sports brand love refers to the degree of passionate emotional attachment consumers feel towards a sports team. Brand able to be more competitive by establishing the strong brand love of the customers as well as brand identity and brand trust. Objectives. The purpose of this research is to present a model of the role of brand trust on brand identity through the mediating role of br...
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ژورنال
عنوان ژورنال: Frontiers in Psychology
سال: 2021
ISSN: 1664-1078
DOI: 10.3389/fpsyg.2021.602023