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The influence of COVID-19 pandemic on consumer–brand relationships: evidence of brand evangelism behaviors
The paper reports findings from a two-stage study of consumer–brand relationships conducted between April 2021 and June 2021, at a time the COVID-19 pandemic had forced consumers to live through social distancing mandates and school/office closures. Initial exploration via focus groups began in Apri...
| Autores principales: | , , |
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| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Palgrave Macmillan UK
2022
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| Materias: | |
| Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9795452/ http://dx.doi.org/10.1057/s41262-022-00301-w |