Self-expressiveness and hedonic brand affect brand love through brand jealousy
Abstract This study investigates the effect of self-expressiveness and hedonic brand aspect on brand jealousy through brand love of female fashion clothing brands. Conceptualized research framework is empirically tested through utilization of Smart PLS. Data are collected through questionnaire surve...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2022-07-01
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| Series: | Future Business Journal |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s43093-022-00136-6 |