Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactio...
Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactions with product brands
About this item
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Author / Creator
Publisher
Bradford: Emerald Group Publishing Limited
Journal title
Language
English
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Publisher
Bradford: Emerald Group Publishing Limited
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Scope and Contents
Contents
PurposeThe purpose of this paper is to examine how brand anthropomorphism (BA), consumer–brand engagement (CBE), consumer skepticism and brand prestige influence consumer–brand identification (CBI).Design/methodology/approachThe proposed theoretical model is tested using structural equation modelling approach on the data gathered from 464 consumers...
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Full title
Exploring selected antecedents of consumer–brand identification: The nature of consumer’s interactions with product brands
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Author / Creator
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Record Identifier
TN_cdi_proquest_journals_2102719641
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2102719641
Other Identifiers
ISSN
1746-5265
E-ISSN
1746-5273
DOI
10.1108/BJM-08-2017-0268
