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The retail brand personality—Behavioral outcomes framework: Applications to identity and social identity theories
This study applies identity and social identity theories to develop and test a framework in which retail brand personality influences consumer outcomes [i.e., positive word-of-mouth (WOM) about and patronage intention toward the retailer] through public and/or private self-congruity, strengthened by...
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
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Frontiers Media S.A.
2022
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| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9426544/ https://www.ncbi.nlm.nih.gov/pubmed/36051210 http://dx.doi.org/10.3389/fpsyg.2022.903170 |