Which brands do consumers become attached to? : the roles of brand concepts and brand positioning in the context of COVID-19
Yuanyuan Cai, Mengmeng Wang, Haiyang Huang and Quanyu Jiang
| Year of publication: |
2023
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|---|---|
| Authors: | Cai, Yuanyuan ; Wang, Mengmeng ; Huang, Haiyang ; Jiang, Quanyu |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 6, p. 892-907
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| Subject: | Brand attachment | Brand positioning strategy | Death anxiety | Self-transcendence brand concept | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand | Coronavirus | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-05-2022-3998 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014315462