The Relationship Between Brand Anthropomorphism, Brand Love, and Brand Advocacy. Moderate Role of Self-brand Connection in Brand Distribution
Purpose: The article focuses on studying the impact of brand anthropomorphism, and brand love, on brand advocacy, and at the same time the moderate role of brand self-connection in the process of customers' perception of the brand, especially the brand distribution. The survey subjects are cust...
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| Veröffentlicht in: | Journal of distribution science 2023-03, Vol.21 (3), p.37-46 |
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| Hauptverfasser: | , |
| Format: | Artikel |
| Sprache: | kor |
| Online-Zugang: | Volltext |
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