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The role of consumer–brand identification in building brand relationships

✍ Scribed by Urška Tuškej; Urša Golob; Klement Podnar

Book ID
118474294
Publisher
Elsevier Science
Year
2013
Tongue
English
Weight
373 KB
Volume
66
Category
Article
ISSN
0148-2963

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## Abstract This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is