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A Content Analysis of Digital Marketing Strategies of Formula Companies and Influencers to Promote Commercial Milk Formula in Hong Kong. [PDF]
Matern Child NutrNg WC +5 more
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Vulgar things: Moral dilemmas of luxury consumption in an unequal society. [PDF]
J Consum CultHuigen B.
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N. Paul Rosman, M.D. (1934–2026)
Annals of the Child Neurology Society, EarlyView.
Alcy Torres +3 more
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The formation of sub-brand love and corporate brand love in hotel brand portfolios
International Journal of Hospitality Management, 2019Abstract This study is the first, to our knowledge, to focus on the relationship between sub-brand love and corporate brand love in a hotel brand portfolio. With 425 responses from US travelers, this study finds that sub-brand intimacy and sub-brand passion are driven by ideal-self-sub-brand congruence and that sub-brand passion improves sub-brand ...
Yao-Chin Wang, Hailin Qu
exaly +2 more sources
Exploring behavioural branding, brand love and brand co-creation
Journal of Product and Brand Management, 2016Purpose This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty.
Sandra Maria Correia Loureiro +1 more
exaly +3 more sources
Journal of Product and Brand Management, 2015
Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand.
Frederik Meyer, Frank Huber
exaly +2 more sources
Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand.
Frederik Meyer, Frank Huber
exaly +2 more sources
Predictors and outcomes of brand love: An evaluation of customers’ love for neo-luxury brands
Pakistan Business Review, 2022Brand love is the ultimate commitment level of customers for a brand. The love for a brand developed through concerted efforts by the marketers. Attaining customer brand love increases market share and ensures business sustainability. This study assesses the antecedents and consequences of brand love in developing markets.
Asif Iqbal +2 more
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Journal of Marketing, 2012
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love ...
Rajeev Batra +2 more
openaire +1 more source
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love ...
Rajeev Batra +2 more
openaire +1 more source