Gürce, Merve Yanar; Tosun, Petek; Pektaş, Güzide … - In: Journal of marketing and consumer behaviour in emerging … (2022) 1/14, pp. 22-39
Brand love is an interesting and important concept that required further research in brand management. This study … tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand … anthropomorphization and subjective norms have a significant impact on brand love. Brand love positively influences brand forgiveness and …