Investigating Connectedness to Brand Users: How Important Is Social Interaction?
While brand-related groups have become a major topic in the marketing literature, the psychological aspects of this phenomenon have yet to be thoroughly explored. In this manuscript, the theoretical groundwork is laid for a construct central to group-minded brand consumption: connectedness to brand...
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| Autori principali: | , , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Marketing Management Association
2014-01-01
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| Serie: | Marketing Management Journal |
| Accesso online: | https://doi.org/10.63963/001c.151090 |
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