Brand love - Open Access .click

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Role of brand experience in shaping brand love

International Journal of Consumer Studies, 2020
AbstractConsumer–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
openaire +1 more source

Brand love relationship: a true love or a missing story?

2016
Revista Lusófona de Economia e Gestão das Organizações, No.
Sarmento, Eduardo Morais, Loureiro, Sandra Maria Correia +1 more
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Loving and Hating Brands

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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From brand love to brand divorce

2016
Sussie Morrish, Girish Prayag, Matthew Nguyen +2 more
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The Phenomenon of Brand Love: A Systematic Literature Review

Journal of Relationship Marketing, 2020
Sabyasachi Patra
exaly

What is Love? Investigating Consumers' Love for their Brands