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Keywords: Unique emotional connection (UEC)
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Journal Articles
Qualitative Market Research: An International Journal (2023) 26 (5): 534–554.
Published: 07 July 2023
.... These components were then incorporated into a conceptual model for creating a “Unique Emotional Connection” (UEC). The outcome of the UEC model is enhanced and long-lasting association of the brand through brand gratitude. Originality/value An integrated study to understand the different elements influencing...
