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In the name of brand love: a crosssectional study on brand love antecedents in smartphone brands
2022Mestrado em ...
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2016
The aim of this research is to explore the consumer-brand love relationship. By doing so, 750 entries of consumer statements about their beloved brands were analyzed via discourse analysis. As a result, it was found that brand love is different from interpersonal love.
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The aim of this research is to explore the consumer-brand love relationship. By doing so, 750 entries of consumer statements about their beloved brands were analyzed via discourse analysis. As a result, it was found that brand love is different from interpersonal love.
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The aftermath of COVID-19, the widespread adoption of AI-based technological innovations, and new social challenges have reflected changes in consumer behavior, prompting us to re-explore the concept of brand love. This study focuses on updating what we know about consumer-brand relationships and exploring brand features and attributes that trigger ...
Alexandre Duarte, Patrícia Dias
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Alexandre Duarte, Patrícia Dias
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The Crisis of Love in Dionne Brand’s Love Enough
2019Narratives of Resilience: An Intersectional Approach to Literature and Other Contemporary Cultural Representations. FFI2015-63895-C2-2-R. MINECO, Programa Estatal de I+D+i Orientada a los Retos de la Sociedad. IP: Ana M? Fraile.
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Role of brand experience in shaping brand love
International Journal of Consumer Studies, 2020AbstractConsumer–brand relationships are witnessing a tremendous upheaval from the past few years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that reflects the passionate emotional attachment of a consumer with a brand, thus, it has captured the attention of practitioners around the globe.
Richa Joshi, Prerna Garg
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Brand love relationship: a true love or a missing story?
2016Revista Lusófona de Economia e Gestão das Organizações, No.
Sarmento, Eduardo Morais +1 more
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Multisensory Brand Experiences and Brand Love
2018In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century.
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2015
Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer ...
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Consumers develop relationships with diverse brands regarding brands as partners. Brands are viewed by customers as symbolic meanings and social and cultural value, which is beyond the utilitarian benefits. Therefore, the purpose of this chapter is to explore the research on Consumer-Brand Relationship (CBR) and present a theoretical model of consumer ...
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How deep is your love? The brand love-loyalty matrix in consumer-brand relationships
Journal of Business Research, 2022Caitlin Ferreira +2 more
exaly