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...
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| Principais autores: | , , , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Sciendo
2024-12-01
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| Serier: | Economics and Culture |
| Fag: | |
| Online adgang: | https://doi.org/10.2478/jec-2024-0025 |
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