Cargando…
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...
| Autores principales: | , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Frontiers Media S.A.
2023
|
| Materias: | |
| 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 |