How can brands become central in the consumers’ life?
Purpose – Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent, its drivers and effects have not been comprehensively studied. This study a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2023-04-01
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| Series: | Spanish Journal of Marketing-ESIC |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SJME-05-2022-0094/full/pdf |