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The invisible leash: when human brands hijack corporate brands' consumer relationships

author
Giertz, Johann N.
Hollebeek, Linda Desiree
Weiger, Welf Hermann
Hammerschmidt, Maik
statement of authorship
Giertz, Johann N.; Hollebeek, Linda; Weiger, Welf H.; Hammerschmidt, Maik
source
publisher
journal volume number month
vol. 33, 3
year of publication
pages
p. 485-495
url
ISSN
1757-5818
1757-5826
notes
Bibliogr.: 55 ref.
scientific publication
teaduspublikatsioon
language
inglise
subject term
keyword
Consumer engagement
Human brands
Human-brand based marketing
Parasocial relationships
Relationship hijacking
Reserch Group
Marketing research 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. https://doi.org/10.1108/JOSM-06-2021-0211