The invisible leash: when human brands hijack corporate brands' consumer relationships
author
statement of authorship
Giertz, Johann N.; Hollebeek, Linda; Weiger, Welf H.; Hammerschmidt, Maik
publisher
journal volume number month
vol. 33, 3
year of publication
pages
p. 485-495
ISSN
1757-5818
1757-5826
notes
Bibliogr.: 55 ref.
scientific publication
teaduspublikatsioon
language
inglise
subject term
keyword
Human brands
Human-brand based marketing
Parasocial relationships
Relationship hijacking
classifier
kvartiil
category (general)
TTÜ department
Reserch Group
Giertz, J.N., Hollebeek, L.D., Weiger, W.H., Hammerschmidt, M. The invisible leash: when human brands hijack corporate brands' consumer relationships // Journal of Service Management (2022) vol. 33, 3, p. 485-495.