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Keywords: Brand centrality
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2023) 27 (1): 39–59.
Published: 01 February 2023
...Arnold Japutra; Sandra Maria Correia Loureiro; Shasha Wang; Haryani Primanti Purpose Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the fast fashion industry is prominent...
