Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion
Arunima Krishna, Soojin Kim
| Year of publication: |
2021
|
|---|---|
| Authors: | Krishna, Arunima ; Kim, Soojin |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 137.2021, p. 267-277
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| Subject: | Brand identification | Brand identity fusion | Brand social investment | Customer-brand relationship | Extrinsic customer investment | Intrinsic customer investment | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.08.039 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012665714