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Publicação
Human branding : from attachment strength to loyalty
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.1 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Human branding is everywhere and within every individual. With
the increase in the importance of technology and social media,
human branding becomes increasingly relevant, but it is still
a branding concept with much room to explore. Celebrities, such
as actors and athletes, are the greatest examples of human brands,
and with social media managing public image is key to success. This
study aims to analyze the process by which attachment strength
influences loyalty through intimate and public engagement. Thus,
a sample of 321 participants, collected through social media platforms,
allowed us to treat data and test the hypotheses of the
proposed model. Relatedness is the most relevant driver of attachment
strength and the flow from attachment to loyalty through
public engagement.
Descrição
Palavras-chave
Human brand attachment strength loyalty public engagement intimate engagement
Contexto Educativo
Citação
Loureiro, Sandra Maria Correia ... [et al.] (2023) "Human branding: from attachment strength to loyalty". Journal of Marketing Communications, DOI: 10.1080/13527266.2023.2245826
Editora
Taylor & Francis