Bairrada, Cristela Maia; Coelho, Filipe; Coelho, Arnaldo - In: European Journal of Marketing 52 (2018) 3/4, pp. 656-682
Purpose: Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the information processing model as well as on the experiential approaches to consumer behaviour to...