Brand addiction
Purpose: This paper aims to develop a definition of brand addiction and a valid brand addiction scale (BASCALE). Design/methodology/approach The authors used focus-group results to define brand addiction and generate items for the BASCALE and validated the BASCALE with survey data collected in the U...
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| Format: | article |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/10725/11735 https://doi.org/10.1108/EJM-10-2016-0571 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/EJM-10-2016-0571/full/html |
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