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Examining customer-brand relationships : a critical approach to empirical models on brand attachment, love, and engagement
Gómez-Suárez, Mónica - In: Administrative Sciences : open access journal 9 (2019) 1/10, pp. 1-16
This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey...
Persistent link: https://www.econbiz.de/10012126995
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Exploring the link between brand love and engagement through a qualitative approach
Gómez-Suárez, Mónica; Alonso, Luis Enrique; Campo, Sara - In: International journal of business environment : IJBE 8 (2016) 4, pp. 367-384
Persistent link: https://www.econbiz.de/10011663951
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Examining customer-brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
Gómez-Suárez, Mónica - In: Administrative Sciences 9 (2019) 1, pp. 1-16
This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer-brand relationship literature, a theoretical model is proposed. Using data obtained from a survey...
Persistent link: https://www.econbiz.de/10012612047