Browsing Research Articles (Marketing Management) by Subject "Self-brand connection"

Browsing Research Articles (Marketing Management) by Subject "Self-brand connection"

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  • Brand loyalty : exploring self-brand connection and brand experience 
    Van der Westhuizen, Liezl-Marie (Emerald, 2018)
    PURPOSE : This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as ...