上瘾
激情
幸福
广告
心理学
业务
高科技
品牌知名度
品牌管理
品牌资产
营销
社会心理学
政治学
神经科学
法学
作者
Samer Elhajjar,Mariam Kaskas,Salma Tlaiss
标识
DOI:10.1080/09537325.2021.1934438
摘要
The purpose of this research is to investigate the causes and consequences of high-tech brands. We surveyed 360 customers in Lebanon on the causes and effects of brand addiction. The results show that brand love, brand liking, brand attachment, and brand passion have a positive impact on brand addiction. Also, our study reveals that addiction to high-tech brands has a positive impact on life happiness and self-esteem. This research offers new theoretical and managerial contributions to the research of brand addiction.
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