Overview
This book provides an analysis of attachment theory applied to the study of consumers' brands and products. It also provides the conceptual domain of the constructs of brand attachment and of product attachment by also paying specific attention to how these constructs have been operationalized in previous studies where measurement scales were developed--
- | Author: Giuseppe Pedeliento, Giuseppe Pedeliento
- | Publisher: IGI Global
- | Publication Date: Feb 02, 2018
- | Number of Pages: 308 pages
- | Language: English
- | Binding: Hardcover
- | ISBN-10: 1522549846
- | ISBN-13: 9781522549840
