Exploring selected antecedents of consumer–brand identification
Abstract
Purpose The 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/approach The proposed theoretical model is tested using structural equation modelling approach on the data gathered from 464 consumers. Findings The paper shows that being more engaged in consumer–brand interactions and perceiving...
Paper Details
Title
Exploring selected antecedents of consumer–brand identification
Published Date
Jul 2, 2018
Journal
Volume
13
Issue
4
Pages
451 - 470
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Notes
History