The Role of the Authenticity of Iranian Brands on the Emotional Attachment of Sports Goods Consumers, with Customer Bias as a Mediator
Purpose: Domestic sports brands seek to establish consumer relations with the brand to survive and earn continuous profits among foreign competitors. Therefore, this manuscript investigates the effect of domestic brands' authenticity on consumers' emotional dependence on domestic sports go...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Alzahra University
2024-02-01
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| Series: | Sports Business Journal |
| Subjects: | |
| Online Access: | https://sbj.alzahra.ac.ir/article_7622_c54d2b96b6d2e7b114cfd03f3117d05c.pdf |
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