Engaging customers through brand authenticity perceptions : the moderating role of self-congruence
Vikas Kumar, Arun K. Kaushik
| Year of publication: |
2022
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|---|---|
| Authors: | Kumar, Vikas ; Kaushik, Arun Kumar |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 138.2022, p. 26-37
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| Subject: | Brand usage intention | Consumer brand engagement | Perceived brand authenticity | Self-congruence | Willingness to pay a price premium | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Kundenzufriedenheit | Customer satisfaction | Zahlungsbereitschaftsanalyse | Willingness to pay | Beziehungsmarketing | Relationship marketing | Wahrnehmung | Perception | Markenartikel | Brand | Kundenintegration | Customer integration |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.08.065 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013197775