Franzak, Frank; Makarem, Suzanne; Jae, Haeran - In: Journal of Product & Brand Management 23 (2014) 1, pp. 16-23
Purpose – The objective of this paper is to develop a better understanding of brand engagement by examining two of its antecedents: design benefits and consumer emotions. The authors explore the relationship between design and brand engagement and advance a model with emotional responses as...