The Hometown Is Hard to Leave, the Homesickness Is Unforgettable—The Influence of Homesickness Advertisement on Hometown Brand Citizenship Behavior of Consumers
Sign Up to like & getrecommendations! Published in 2023 at "Behavioral Sciences"
DOI: 10.3390/bs13010054
Abstract: The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn… read more here.
Keywords: homesickness advertising; homesickness; hometown brand; brand ... See more keywords