Open AccessA study on correlation between media engagement and brand attachment, brand loyalty in an digital environment: Hierarchical Mediated regression analysis of Brand Relations Affect
Author(s) -
Mi-ae Choo
Publication year - 2015
Publication title -
han-guk jeongbo tongsin hakoe nonmunji
Language(s) - English
Resource type - Journals
eISSN - 2288-4165
pISSN - 2234-4772
DOI - 10.6109/jkiice.2015.19.12.3003
Subject(s) - affect (linguistics) , brand loyalty , multilevel model , advertising , loyalty , regression analysis , business , psychology , brand experience , brand management , marketing , mathematics , statistics , communication , product management , new product development