Customers' need for uniqueness theory versus brand congruence theory
Social media brands may experience a lack of competitiveness and attraction due to the silent negative increase of customers' need for uniqueness (NFU). This is the result of a tension between the theory of brand congruence, that most brands endeavor to establish with their customers, and the t...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , , |
| التنسيق: | article |
| منشور في: |
2019
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| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/11337 https://doi.org/10.1016/j.jbusres.2019.03.016 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.sciencedirect.com/science/article/pii/S0148296319301882 |
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