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What factors determine brand communication? A hybrid brand communication model from utilitarian and hedonic

Lingzhi Brian Fang1, Mingzhen Liu2, Liu Tang1

  • 1School of Journalism, Fudan University, Shanghai, China.

Frontiers in Psychology
|February 6, 2023
PubMed
Abstract

Keywords:
customer engagementcustomer psychological contracthybrid brand communication mechanisminformation functionutilitarian and hedonic functions in brand communication

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