The role of emotional aspects in younger consumer-brand relationships

Journal of Product and Brand Management

Volumn 21, Issue 2, 2012, Pages 98-108

  Hwang, Jiyoung ^a   Kandampully, Jay ^b  

^a UNIVERSITY OF FLORIDA   (United States)

^b OHIO STATE UNIVERSITY   (United States)

Author keywords

Brand loyalty; Brands; Consumers; Emotional attachment; Self concept connection; Younger consumers

Indexed keywords

EID: 84859205686     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421211215517     Document Type: Article

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