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The invisible leash: when human brands hijack corporate brands' consumer relationships (title)
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journal article EST
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journal article ENG
The invisible leash: when human brands hijack corporate brands' consumer relationships
Giertz, Johann N.
;
Hollebeek, Linda Desiree
;
Weiger, Welf Hermann
;
Hammerschmidt, Maik
Journal of Service Management
2022
/
p. 485-495
https://doi.org/10.1108/JOSM-06-2021-0211
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journal article EST
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keyword
7
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Human brands
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Brands
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experiential brands
4.
Fashion brands
5.
green brands
6.
luxury brands
7.
technology brands
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