Analysis of Psychological Aspects of Lovemarks Formation

This paper aims to be a theoretical contribution to the understanding of underlying psychological processes of Kevin Roberts’ lovemarks concept that, in the marketing field, replaces brands, as we know it. The first section provides a brief story of branding evolution from a marketing and consumer p...

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Veröffentlicht in:	Informes Psicologicos (Medellin. 1999) 2018, Vol.18 (2), p.115-139
Hauptverfasser:	Dos Santos Di Mattia, Vanessa, Ramos Rodríguez, Maria Daniella, Pérez-Acosta, Andrés M.
Format:	Artikel
Sprache:	eng
Schlagworte:	brand relationship Brand romance Consumer Consumer psychological processes consumidor Lovemarks Marketing mercado paixão pela marca processos psicológicos do consumidor Psychological aspects relação marca
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