Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand

Osmanova, I; Ozerden, S; Dalal, B; Ibrahim, B

Ibrahim, B (通讯作者),Istanbul Ticaret Univ, Dept Business Adm, Fac Business, TR-34445 Istanbul, Turkiye.

SUSTAINABILITY, 2023; 15 (2):

Abstract

In today's competitive environment, it is important to understand that consumers' evangelical behavior depends on symbolic brand attachment. This stud......

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