Palazon, Mariola; Delgado-Ballester, Elena; Sicilia, Maria - In: Online Information Review 43 (2019) 5, pp. 710-727
Purpose: The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection)....