How deep is your love? : the brand love-loyalty matrix in consumer-brand relationships
Year of publication: |
2022
|
---|---|
Authors: | Robertson, Jeandri ; Botha, Elsamari ; Ferreira, Caitlin ; Pitt, Leyland F. |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 149.2022, p. 651-662
|
Subject: | Article classification: Research article | Brand betrayal | Brand equity | Brand love | Brand loyalty | Consumer-brand relationship | Masstige | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markentreue | Emotion |
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