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Keywords: Brand-owner effort
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (5): 558–576.
Published: 27 June 2023
...Hong Yan Yu; Deli Yang; Carol Yoder; Maho (Mahmut) Sonmez Purpose This paper aims to study how brand owners and users enhance brand bond with three objectives. First, brand owners’ effort (BOE) to exercise care, innovate frequently and differentiate their brands enhances users’ bond with the brand...
