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Mrad et al., 2017 - Google Patents

Brand addiction: conceptualization and scale development

Mrad et al., 2017

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Document ID
10752415688218092485
Author
Mrad M
Cui C
Publication year
Publication venue
European Journal of Marketing

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Snippet

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 …
Continue reading at research.manchester.ac.uk (PDF) (other versions)

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    • G06Q30/00—Commerce, e.g. shopping or e-commerce
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