Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment
Authors
Agne Leonaviciute
School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania
School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania
jurate.mascinskiene@go.kauko.lt
Kaunas University of Technology, Kauno kolegija Higher Education Institution, Lithuania
Kauno kolegija Higher Education Institution, Vilnius Gediminas Technical University, Lithuania
DOI: https://doi.org/10.2478/jec-2024-0025 | Journal eISSN: 2256-0173
Language: English
Page range: 150 - 161
Submitted on: Mar 29, 2024
Accepted on: Oct 31, 2024
Published on: Dec 22, 2024
Published by: EKA University of Applied Sciences
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Related subjects:
© 2024 Agne Leonaviciute, Beata Seinauskiene, Jurate Mascinskiene, Laima Jeseviciute-Ufartiene, published by EKA University of Applied Sciences
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.