THE INFLUENCE OF BRAND AUTHENTICITY, BRAND SELF-CONGRUENCE, AND BRAND LOVE TOWARDS BRAND ENGAGEMENT OF TOURIST DESTINATION IN WEST SUMATERA
نویسندگان
چکیده
منابع مشابه
application of brand personality scale in automobile industry: the study of samand’s brand personality dimensions
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Marketers value and seek brand loyalty. Consequently, they have developed a variety of strategies to encourage both behavioral (repeat purchase) and attitudinal (emotional) loyalty among customers. A recent concept has emerged related to the latter goal: brand engagement. Although marketers give a variety of definitions for brand engagement, the essential concept is an emotional attachment to a...
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ژورنال
عنوان ژورنال: Economica : Jurnal Prodi Pendidikan Ekonomi STKIP PGRI
سال: 2022
ISSN: ['2302-5190', '2460-190X']
DOI: https://doi.org/10.22202/economica.2022.v11.i1.5696