Idol Attachment and Human Brand Loyalty
Purpose: This paper examines the importance and concept of idol attachment, models its antecedents and moderators, and assesses its influence on human brand loyalty. Design/methodology/approach: This paper includes two studies. In study 1, survey questionnaires were distributed by mall intercept to...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Emerald
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/32637 |