Conceptualisation, measurement, and validation of consumer-brand identification : a social identity theory perspective
Of particular importance to academics and practitioners in the marketing discipline is the ability to identify means of building deep, committed and enduring relationships with customers. Consumer-brand identification has been proposed as a useful construct in understanding the underlining mechanism...
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University of Hull
2014
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.659474 |