Examining the effect of brand coolness on communal brand connection and brand commitment : a mediation and moderation perspective
Fortune Edem Amenuvor and Frank Akasreku and Kobby A. Mensah
| Year of publication: |
2023
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|---|---|
| Authors: | Amenuvor, Fortune Edem ; Akasreku, Frank ; Mensah, Kobby A. |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 7, p. 903-922
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| Subject: | Brand commitment | Brand coolness | Brand loyalty | Brand reputation | Brand trust | Communal brand connection | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Markentreue |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-03-2023-0082 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014381224