A Influência do Poder no Relacionamento entre Consumidor e Marca

Volume: 20, Issue: 4, Pages: 389 - 411
Published: Aug 1, 2016
Abstract
Belonging to the area of research concerning the relationship between consumers and brands, the objective of this study is to investigate the influence of brand power on consumers’ sense of power and the roles of dependency and trust as mediating and moderating variables, respectively, in this relationship. The first hypothesis states that in the presence of brands with high power, consumers will have the perception of low personal power. For a...
Paper Details
Title
A Influência do Poder no Relacionamento entre Consumidor e Marca
Published Date
Aug 1, 2016
Volume
20
Issue
4
Pages
389 - 411
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