This anthropomorphised brand is so loveable: The role of self-brand integration
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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ژورنال
عنوان ژورنال: Spanish Journal of Marketing - ESIC
سال: 2017
ISSN: 2444-9695
DOI: 10.1016/j.sjme.2017.04.002