Results 131 to 140 of about 923,562 (204)
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Fake-love: brand love for counterfeits
Marketing Intelligence & Planning, 2018Purpose Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand.
Kapil Khandeparkar, Manoj Motiani
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International Journal of Applied Behavioral Economics, 2012
Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping
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Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping
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2022
Destination brand love can be defined as the strong feelings of love a person has toward a destination, creating a unique and emotional connection. The concept derives from the Marketing literature, where brand love has been largely investigated, applied to products and services.
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Destination brand love can be defined as the strong feelings of love a person has toward a destination, creating a unique and emotional connection. The concept derives from the Marketing literature, where brand love has been largely investigated, applied to products and services.
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Brand love and customer brand engagement for masstige: a cross-cultural perspective
Journal of Product & Brand ManagementPurpose Masstige (mass-produced and affordable luxury) goods are receiving increasing literature-based attention. However, despite existing advances, insight into how different cultural backgrounds shape consumer perceptions, attitudes and behaviors ...
Shadma Shahid +3 more
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Journal of Product & Brand Management, 2016
Purpose– The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child.Design/methodology/approach– First, secondary database (SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e.
Pramod P. Iyer +2 more
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Purpose– The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child.Design/methodology/approach– First, secondary database (SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e.
Pramod P. Iyer +2 more
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Corporate social responsibility and brand love: attractiveness and authenticity
Management DecisionPurposeThis study, drawing on the attribution, attachment, and regret theories, examined the predictors of brand love. It also aimed to assess the mediating role of brand authenticity dimensions, i.e.
Ali Raza +3 more
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Fostering brand love through branded memes on social media
Journal of Product & Brand ManagementPurpose This study aims to investigate the psychological mechanisms underpinning the impact of branded memes on brand love on social media. Design/methodology/approach Using a self-reported online survey, data from 479 verified Facebook users were ...
Minseong Kim, Tae Hyun Baek
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How ephemeral content marketing fosters brand love and customer engagement
Spanish Journal of Marketing - ESICPurpose This study aims to explore how ephemeral content marketing enhances brand love and customer engagement, with a focus on the mediating role of brand authenticity, self-brand connection and advertising value.
K. M. Nguyen +5 more
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Journal of Product & Brand Management
Purpose This study aims to investigate how brands can enhance eudaimonic well-being by leveraging perceived immersion within virtual reality (VR)-based metaverse environments.
Sara Boccalini +3 more
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Purpose This study aims to investigate how brands can enhance eudaimonic well-being by leveraging perceived immersion within virtual reality (VR)-based metaverse environments.
Sara Boccalini +3 more
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Assessing brand love, brand sacredness and brand fidelity towards halal brands
Journal of Islamic Marketing, 2020Purpose The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands. Design/methodology/approach The proposed research framework has been empirically tested by collecting responses ...
Richa Joshi, Prerna Garg
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