Building consumer connection with new brands through rituals : the role of mindfulness
Maggie Wenjing Liu, Qichao Zhu, Xian Wang
| Year of publication: |
2022
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|---|---|
| Authors: | Liu, Maggie Wenjing ; Zhu, Qichao ; Wang, Xian |
| Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 33.2022, 2, p. 237-250
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| Subject: | Brand ritual | Mindfulness | New brand | Purchase motivation | Ritualistic behaviors | Self-brand connection | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Marketingmanagement | Marketing management | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-021-09583-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013273033