Riivits-Arkonsuo, Iivi; Kaljund, Kristel; Leppiman, Anu - In: Research in Economics and Business: Central and Eastern … 6 (2014) 1
This paper aims to access the lived reality of consumption and brands through the subjective meanings and interpretative processes of consumers, exploring how they perceive the journey from the first experience to a strong meaningful emotional bond with a brand. We follow the logic of the...