Drivers and outcomes of brand attachment
Brand attachment refers to the cognitive and affective bonding between consumers and ‘their’ brands. Building consumer brand relationships is becoming increasingly important for academics and practitioners. Academics argue that comprehending the consumer brand relationship provides insight to consum...
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Oxford Brookes University
2014
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.684955 |