Open AccessImpact of Brand Authenticity on Brand Attitude and Loyalty: The Mediating Role of Self-brand Connection
Author(s) -
Hyun Jung Park
Publication year - 2017
Publication title -
research journal of business management
Language(s) - English
Resource type - Journals
eISSN - 2152-0437
pISSN - 1819-1932
DOI - 10.3923/rjbm.2017.74.79
Subject(s) - brand loyalty , advertising , brand management , connection (principal bundle) , business , psychology , brand experience , brand awareness , loyalty , brand equity , brand extension , marketing , product management , engineering , new product development , structural engineering
Accelerating Research
Robert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom
Address
John Eccles HouseRobert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom