The current research aims to shed light on consumer-brand relationship, adopting the self-determination theory as theoretical lens for the definition of the antecedents and the consequences of the Brand Engagement in Self Concept. Thus, the goal of this study is to test a model previously proposed by Razmus, Jaroszyńska, & Palęga (2017) in a community of high engagement manifestations, that is the cosplayer community (e.g. dress-up as their own favourite character) shedding light on the relationship between engagement and brand related constructs such as brand advocacy and brand loyalty.

Do you really feel a superhero? antecedents and consequences of brand engagement in self concept / mazzoli valentina, acuti diletta, donvito raffaele. - ELETTRONICO. - (2017), pp. 1-10. (Intervento presentato al convegno Il Marketing di successo. Imprese, enti e persone XIV Convegno Annuale SIMktg - Università degli Studi di Bergamo tenutosi a Bergamo nel 26- 27 Ottobre 2017).

Do you really feel a superhero? antecedents and consequences of brand engagement in self concept

mazzoli valentina;acuti diletta;donvito raffaele
2017

Abstract

The current research aims to shed light on consumer-brand relationship, adopting the self-determination theory as theoretical lens for the definition of the antecedents and the consequences of the Brand Engagement in Self Concept. Thus, the goal of this study is to test a model previously proposed by Razmus, Jaroszyńska, & Palęga (2017) in a community of high engagement manifestations, that is the cosplayer community (e.g. dress-up as their own favourite character) shedding light on the relationship between engagement and brand related constructs such as brand advocacy and brand loyalty.
2017
Il Marketing di successo. Imprese, enti e persone XIV Convegno Annuale SIMktg
Il Marketing di successo. Imprese, enti e persone XIV Convegno Annuale SIMktg - Università degli Studi di Bergamo
Bergamo
26- 27 Ottobre 2017
mazzoli valentina, acuti diletta, donvito raffaele
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1118120
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