Hey brand, let me take a selfie to get you out of the crisis
Purpose: This study investigates the brand selfies that have the capability to help brands thrive through crises. The brand selfies spark a self-inferential process that makes customers feel connected to the brand and makes them biased toward a specific brand during an uncertain situation. Design/me...
| Published in: | Journal of Hospitality and Tourism Insights |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2024
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85173445141&doi=10.1108%2fJHTI-05-2023-0334&partnerID=40&md5=3948fbb91f2d999c0e28aa1a30cce58f |