Abstract:Brands that have highly loyal consumers are in the function of the identity and image of their personality. The primary drivers of loyalty to such brands are the intangible characteristics of brands that have a certain symbolic meaning for consumers. In that sense, brands are in the function of articulating consumers as personalities and achieving an appropriate image. To achieve this, brands are often considered individuals who, like consumers who buy them regularly, have similar characteristics. If the chara… Show more
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