Browsing School of Business and Economics by Subject "Brand loyalty"
Now showing items 1-2 of 2
-
Brand tribalism and self-expressive brands: social influences and brand outcomes
(Emerald, 2015)Purpose - This study aims to examine the relationship between social influence and consumers' self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive ... -
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes
(Emerald, 2017)Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test ...