Self-expressiveness and hedonic brand affect brand love through brand jealousy
نویسندگان
چکیده
Abstract This study investigates the effect of self-expressiveness and hedonic brand aspect on jealousy through love female fashion clothing brands. Conceptualized research framework is empirically tested utilization Smart PLS. Data are collected questionnaire survey from 313 consumers with convenience sampling. It proven that positively related indirectly associated for Brand in association enhances knowledge context
منابع مشابه
the effect of customer identification with brand on anti-brand activities through brand love and brand jealousy
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ژورنال
عنوان ژورنال: Future Business Journal
سال: 2022
ISSN: ['2314-7202', '2314-7210']
DOI: https://doi.org/10.1186/s43093-022-00136-6