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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...

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Detalles Bibliográficos
Autores principales: Sashittal, Hemant C., Jassawalla, Avan R., Sachdeva, Ruchika
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Palgrave Macmillan UK 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9795452/
http://dx.doi.org/10.1057/s41262-022-00301-w