Insights into consumers : exploring the impact of brand coolness on consumers' brand engagement with intervening role of brand love
Kamelia Shahid and Qing Yang, Abdul Waheed and Farrah Arif
| Year of publication: |
2022
|
|---|---|
| Authors: | Shahid, Kamelia ; Yang, Qing ; Waheed, Abdul ; Arif, Farrah |
| Published in: |
International journal of information systems and change management : IJISCM. - Olney, Bucks : Inderscience Enterprises, ISSN 1479-313X, ZDB-ID 2232952-3. - Vol. 13.2022, 2, p. 131-147
|
| Subject: | brand coolness | BrC | brand engagement | brand love | hospitality industry | structural equation modelling | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markentreue | Brand loyalty | Emotion | Marketingmanagement | Marketing management | Gastgewerbe | Hospitality industry | Marketing |
Online Resource