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THE EFFECT OF BRAND ATTACHMENT, BRAND EXPERIENCE, AND SELF-IMAGE CONGRUENCE ON THE PURCHASE INTENTION OF LUXURY BRAND
This study empirically builds a conceptual model that describes the effects of brand attachment, selfimage congruence, and brand experience on purchase intention. The focus of this research is to
examine the debate over the findings of previous…
examine the debate over the findings of previous…
Efek Nilai Hedonik Terhadap Cinta Merek: Efek Mediasi Emosi Konsumen dan Ikatan Merek Pada Pelanggan Reguler Makanan Siap Saji
The objectives of this study are: (1) to examine the antecedents of brand love derived from the hedonic value of a product/service, consumer emotions, and brand attachment, and (2) to explore the role of consumer emotions, and brand attachment in…