Brand-self connections and brand prominence as drivers of employee brand attachment
Past research reveals that customers can attach meanings to brands that create strong connections between the brand and the self. When they do, and when the brand is prominent in their minds, they become psychologically attached to the brand, and display strong brand loyalty and advocacy behaviors....
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer
2018
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |