Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment
. Authenticity has become an essential quality for brands, with 86% of consumers preferring brands that are perceived to be authentic (Stackla, 2021). As a result, the drivers of brand authenticity are gaining momentum as an important research object. The role of brand virtuousness and its connectio...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2024-12-01
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| Series: | Economics and Culture |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/jec-2024-0025 |