Karjaluoto, Heikki; Munnukka, Juha; Kiuru, Katrine - In: Journal of Product & Brand Management 25 (2016) 6, pp. 527-537
Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic...
