From jealousy to loyalty: the power of brand attachment
Abstract Background Brand jealousy is a natural phenomenon among consumers of apparel fashion brands; however, little is known about how this emotion can strengthen customers’ emotional attachment to brands and motivate them to pay a premium price and engage in positive word-of-mouth. The principal...
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| Hauptverfasser: | , , , |
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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
BMC
2026-03-01
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| Schriftenreihe: | BMC Psychology |
| Schlagworte: | |
| Online-Zugang: | https://doi.org/10.1186/s40359-026-04356-1 |
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