We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Consumer Brand Engagement, Self-Brand Connection, and Brand Usage Intent in a Global Environment.
- Authors
Sparks, Betsy; McCann, Jack
- Abstract
The article informs about the relationships between consumer brand engagement, self-brand connection, and brand usage intent in a global context, focusing on consumers from 26 countries who use mega online e-commerce sites like Amazon. Topic include Drawing on social exchange theory and utilizing Hofstede's cultural dimensions, the study analyzes these relationships across different cultural clusters and discusses the theoretical foundations, research model, and results.
- Subjects
BRAND loyalty; BUSINESS names; CONSUMERS; ONLINE marketplaces; AMAZON.COM Inc.; ENGINEERING models
- Publication
SAM Advanced Management Journal (07497075), 2023, Vol 88, Issue 1, p22
- ISSN
0749-7075
- Publication type
Article