Browsing Management & Marketing by Subject "affective commitment"
Now showing items 1-2 of 2
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Beyond Brand Personality: Building Consumer-Brand Emotional Relationship
( Sage Publications India Pvt. Ltd , 2017 , Article)This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and ... -
The mediating role of affective commitment between corporate social responsibility and eWOM in the hospitality industry
( Taylor & Francis , 2020 , Article)Although previous research establishes customer reactions to companies' corporate social responsibility (CSR) actions, little is known about the effect of CSR on customers’ affective commitment and their positive electronic ...