Kaufmann, Hans Ruediger; Loureiro, Sandra Maria Correia; … - In: Journal of Product & Brand Management 25 (2016) 6, pp. 516-526
Purpose 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. Design/methodology/approach...