Rauschnabel, Philipp A.; Hüttl‐Maack, Verena; … - In: Psychology & Marketing 41 (2024) 4, pp. 819-837
. Grounded in the literature on AR, brand love, metaphor theory, and closeness as interpreted by the neural theory of language … brand. This perceived closeness subsequently drives the closeness of the emotional relationship in the form of brand love … physical closeness of the brand, which in turn drives brand love (i.e., relationship closeness). Study 2 replicates this …