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“We buy what we wanna be”: Understanding the effect of brand identity driven by consumer perceived value in the luxury sector
Prior studies focused on consumer satisfaction and loyalty have brought undeniable benefits to luxury brand marketing but are not sufficient to ensure a long-lasting and profitable customer-brand relationship in the new setting. Brand identity provides a valuable exploration of this issue. However,...
| Autores principales: | , , , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9521331/ https://www.ncbi.nlm.nih.gov/pubmed/36186289 http://dx.doi.org/10.3389/fpsyg.2022.1002275 |