"Thy kingdom come, thy will be done" : attaining divine transcendence through brand fandom, evidence from India
Year of publication: |
[2018]
|
---|---|
Authors: | Sarkar, Abhigyan ; Sarkar, Juhi Gahlot |
Published in: |
Exploring the rise of fandom in contemporary consumer culture. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-5225-3220-0. - 2018, p. 201-223
|
Subject: | Markentreue | Brand loyalty | Beziehungsmarketing | Relationship marketing | Indien | India |
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