The mediating role of self-brand connection and brand identity in the relationship between brand credibility and brand loyalty
نویسندگان
چکیده
منابع مشابه
Brand Engagement and Brand Loyalty
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...
متن کاملBrand Engagement and Brand Loyalty
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: HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION
سال: 2020
ISSN: 1859-3453,1859-3453
DOI: 10.46223/hcmcoujs.econ.en.10.2.562.2020