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Showing 1 to 1 of 1 for “"Brand-Consumer Relationship"”.
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Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach
Brands gain importance to consumers when the consumer supplies meaning or value to the brand (McCracken, 1993). BP allows consumers to use brands for self-expression (deChernatony, 1999; Johar & Sirgy; 1991; McCracken, 1986) and establish relationships with brands (Fournier, 1998; Keller, 2003; …