The effect of consumer's need for uniqueness and emotional experience on brand pride: The mediating role of electronic word-of-mouth
Brand pride generates positive emotions and increases brand loyalty, leading to more word-of- mouth advertising. It is necessary to emphasize the need to raise awareness of national cosmetics and promote beauty through simplicity and originality. This study investigates the effect of consumer’s need...
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| Format: | Thesis |
| Language: | eng eng |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/10909/1/permission%20to%20deposit-grant%20the%20permission-s904204.pdf https://etd.uum.edu.my/10909/2/s904204_01.pdf |
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