Leite, Ângela; Rodrigues, Anabela; Lopes, Sílvia - In: Administrative Sciences : open access journal 14 (2024) 1, pp. 1-26
Brand experience, brand love, and brand behavior outcomes hold significant importance in management research. Their relevance extends to shaping strategic decision-making, fostering a customer-centric approach, and providing insights into the competitive landscape. These concepts are pivotal in...