What factors determine brand communication? A hybrid brand communication model from utilitarian and hedonic perspectives
IntroductionWith the advancement of new media, brand communication has been taken into consideration by lots of firms. Apparently, customer affection plays a significant role in brand communications, though few studies have determined how the twofold of information function works in this communicati...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2023-01-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2022.958863/full |