Do brands make consumers happy? : a masstige theory perspective
Ajay Kumar, Justin Paul, Slađana Starčević
| Year of publication: |
2021
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|---|---|
| Authors: | Kumar, Ajay ; Paul, Justin ; Starčević, Slađana |
| Published in: |
Journal of retailing and consumer services. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6989, ZDB-ID 1204385-0. - Vol. 58.2021, p. 1-12
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| Subject: | Brand happiness | Mass prestige | Consumer happiness | Social consciousness | Social ideal self | Konsumentenverhalten | Consumer behaviour | Zufriedenheit | Satisfaction | Markenführung | Brand management | Markenartikel | Brand | Lebensqualität | Quality of life | Markenimage | Brand image | Sozialpsychologie | Social psychology |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2020.102318 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012431586