Work

Examining the effect of brand coolness on communal brand connection and brand commitment: a mediation and moderation perspective

Year: 2023

Type: article

Study design: Observational Study

Source: Marketing Intelligence & Planning

DOI: 10.1108/mip-03-2023-0082

Authors: Fortune Edem Amenuvor, Frank Akasreku, Kobby A. Mensah

Institutions: Keimyung University, University of Ghana

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4385953684

FWCI: 5.818

Cites: 49

Cited by: 22

Related to: 10