Can nationalism and religious approaches be harmonized? Three-way interaction effects on small business consumer brand identification
AbstractReligion and nationalism are two of the prominent individual identities which can signify the consumers’ emotional attachment to the brand. However, brand communication rarely incorporates those two approaches simultaneously due to their seemingly contradictory nature, which may burden the o...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Taylor & Francis Group
2024-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2024.2321943 |