Brand Engagement and Consumer Innovativeness
Brand engagement describes the tendency of consumers to make the brands they buy part of their self-concept. This new insight into consumer behavior offers marketers many ways to create relationships with their customers. An unexplored aspect of brand engagement is how it is related to consumer inno...
| 出版年: | Journal of Applied Marketing Theory |
|---|---|
| 主要な著者: | , , |
| フォーマット: | 論文 |
| 言語: | 英語 |
| 出版事項: |
Georgia Southern University
2015-12-01
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| オンライン･アクセス: | https://digitalcommons.georgiasouthern.edu/jamt/vol6/iss1/4 |