Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment
. Authenticity has become an essential quality for brands, with 86% of consumers preferring brands that are perceived to be authentic (Stackla, 2021). As a result, the drivers of brand authenticity are gaining momentum as an important research object. The role of brand virtuousness and its connectio...
Wedi'i Gadw mewn:
| Prif Awduron: | , , , |
|---|---|
| Fformat: | Artigo |
| Iaith: | Inglês |
| Cyhoeddwyd: |
Sciendo
2024-12-01
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| Cyfres: | Economics and Culture |
| Pynciau: | |
| Mynediad Ar-lein: | https://doi.org/10.2478/jec-2024-0025 |
| Tagiau: |
Dim Tagiau, Byddwch y cyntaf i dagio'r cofnod hwn!
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