The effect of brand heritage on consumer-brand relationships
Heritage is a brand value proposition that provides a unique basis for building and maintaining strong relationships with consumers. Seeking to understand how this strategic resource influences the relations between consumers and brands, this study aims to examine brand heritage as a determinant of...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Fundação Getulio Vargas
2018-10-01
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| Series: | RAE: Revista de Administração de Empresas |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/rae/v58n5/en_0034-7590-rae-58-05-0451.pdf |