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Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification
The purposes of this study are to integrate organizational social capital theory and consumer happiness in a prior brand identification model and test the antecedents and consequences of consumer-brand identification over time. In the context of professional football, we collected data from 374 pane...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2021
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8180381/ http://dx.doi.org/10.1057/s41262-021-00240-y |