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...
Sábháilte in:
| Príomhchruthaitheoirí: | , , , |
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| Formáid: | Artigo |
| Teanga: | Inglês |
| Foilsithe / Cruthaithe: |
Sciendo
2024-12-01
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| Sraith: | Economics and Culture |
| Ábhair: | |
| Rochtain ar líne: | https://doi.org/10.2478/jec-2024-0025 |
| Clibeanna: |
Níl clibeanna ann, Bí ar an gcéad duine le clib a chur leis an taifead seo!
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