Browsing İşletme Bölümü Koleksiyonu by Author "Öncü Eroğlu Pektaş, Güzide"
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Brand Love and Brand Forgiveness: An Empirical Study in Turkey
Tosun, Petek; Yanar Gürce, Merve; Öncü Eroğlu Pektaş, Güzide (Warsaw: Faculty of Management Publishing House. University of Warsaw, 2022-04-12)Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love ...