Brand relationships and risk: influence of risk avoidance and gender on brand consumption

Article English OPEN
Lee, Seung-Hee; Workman, Jane E.; Jung, Kwangho;
(2016)

Recent brand relationship research has paid attention to brand love, brand credibility, and brand loyalty. In market and society, various collaborations and co-creations derived from brand relationships generate various social network markets and open business innovatio... View more
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