What factors determine brand communication? A hybrid brand communication model from utilitarian and hedonic perspectives

INTRODUCTION: With the advancement of new media, brand communication has been taken into consideration by lots of firms. Apparently, customer affection plays a significant role in brand communications, though few studies have determined how the twofold of information function works in this communica...

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Detalles Bibliográficos
Autores principales: Fang, Lingzhi Brian, Liu, Mingzhen, Tang, Liu
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2023
Materias:
Psychology
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9891134/
https://www.ncbi.nlm.nih.gov/pubmed/36743630
http://dx.doi.org/10.3389/fpsyg.2022.958863

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9891134/
https://www.ncbi.nlm.nih.gov/pubmed/36743630
http://dx.doi.org/10.3389/fpsyg.2022.958863

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