Effects of Self-Expressive Brand and Susceptibility to Interpersonal Influence on Brand Addiction: Mediating Role of Brand Passion
Although the concept of the consumer–brand relationship has undergone rapid change over the past two decades, the issue of brand addiction is still generally neglected in the literature. Based on social identity theory, the research develops a conceptual model of the influence of self-expressive bra...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2021-02-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.602023/full |