Conference proceeding
BRAND INTERDEPENDENCY VERSUS BRAND DEPENDENCY: A MASLOW'S SELF-ACTUALIZATION PERSPECTIVE
PROCEEDINGS OF THE 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE
01 Jan 2015
Abstract
This paper conceptualizes Maslow's traditional needs framework to explain the impact of various levels of needs on the formation of distinct self-concept brand image congruity constructs and resulting temporal and dynamic forms of brand loyalty (i.e., brand dependency and brand interdependency).
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Details
- Title
- BRAND INTERDEPENDENCY VERSUS BRAND DEPENDENCY: A MASLOW'S SELF-ACTUALIZATION PERSPECTIVE
- Creators
- Joseph F. Rocereto - Monmouth Univ, Long Branch, NJ USAMarina Puzakova - Drexel Univ, Philadelphia, PA USAHyokjin Kwak - Drexel UniversityTrina Larsen Andras - Drexel University
- Contributors
- L Robinson (Editor)
- Publication Details
- PROCEEDINGS OF THE 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE
- Conference
- 2009 ACADEMY OF MARKETING SCIENCE (AMS) ANNUAL CONFERENCE
- Publisher
- Springer Nature
- Number of pages
- 5
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing; Epidemiology and Biostatistics
- Identifiers
- 991019170604004721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business
- Management