Brand love: Emotionality and development of its elements across the relationship lifecycle

Brand love is the most emotionally intense connection between consumers and their brands. Referring to their interpersonal counterpart, it is assumed that consumer–brand relationships change their nature over time. However, most studies in this field do not take into consideration this dynamic chara...

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Veröffentlicht in:	Psychology & marketing 2019-04, Vol.36 (4), p.305-320
Hauptverfasser:	Schmid, David A., Huber, Frank
Format:	Artikel
Sprache:	eng
Schlagworte:	brand love brand love trajectories Brand names consumer–brand relationships Customer relations Emotions relationship lifecycle
Online-Zugang:	Volltext
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