We share, we connect : how shared brand consumption influences relational brand connections
Year of publication: |
2018
|
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Authors: | Kara, Selcan ; Vredeveld, Anna J. ; Ross, William T. |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 35.2018, 5, p. 325-340
|
Subject: | brand relationships | interpersonal relationships | marriage | relational brand connection | shared brand consumption | special versus mundane consumption | Structural Equation Modeling | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Soziale Beziehungen | Social relations |
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