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Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment Cover

Brands as Humans: How Brand Virtuousness Relates to Brand Authenticity and Brand Attachment

Economics and Culture
Volume 21 (2024): Issue 2 (December 2024)
By: Agne Leonaviciute,  Beata Seinauskiene,  Jurate Mascinskiene and  Laima Jeseviciute-Ufartiene  
Open Access
|Dec 2024

Authors

Agne Leonaviciute

leonaviciute.agne@gmail.com

School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania

Beata Seinauskiene

beata.seinauskiene@ktu.lt

School of Economics and Business, Kaunas University of Technology, Kaunas, Lithuania

Jurate Mascinskiene

jurate.mascinskiene@go.kauko.lt

Kaunas University of Technology, Kauno kolegija Higher Education Institution, Lithuania

Laima Jeseviciute-Ufartiene

laima.jeseviciute@go.kauko.lt

Kauno kolegija Higher Education Institution, Vilnius Gediminas Technical University, Lithuania
DOI: https://doi.org/10.2478/jec-2024-0025 | Journal eISSN: 2256-0173
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Language: English
Page range: 150 - 161
Submitted on: Mar 29, 2024
|
Accepted on: Oct 31, 2024
|
Published on: Dec 22, 2024
Published by: University College of Economics and Culture
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
brand virtuousness,
brand authenticity,
brand attachment.
Related subjects:
Business and economics,
Business management,
Corporate social responsibility (CSR), compliance management, business ethics,
Entrepreneurship,
Industries,
Cultural management,
Social sciences,
Sociology,
Culture

© 2024 Agne Leonaviciute, Beata Seinauskiene, Jurate Mascinskiene, Laima Jeseviciute-Ufartiene, published by University College of Economics and Culture
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

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