Do brands make consumers happy? : a masstige theory perspective
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
|
Subject: | Brand happiness | Mass prestige | Consumer happiness | Social consciousness | Social ideal self | Zufriedenheit | Satisfaction | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Lebensqualität | Quality of life |
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