CONSUMERS IN LOVE : A model to consumers heart

CONSUMERS IN LOVE : A model to consumers heart

PURPOSE To explain what impacts brand love. METHODOLOGY Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents. FINDINGS Previous literatu...

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Bibliographic Details
Main Authors: Lima Moraes de Oliveira, Gustavo, Meinders, Suzanne
Format: Others
Language:English
Published: Linnéuniversitetet, Institutionen för marknadsföring (MF) 2018
Subjects:
Brand love antecedents
consolidated model
brand identification
brand evaluation
experience value
screening process
Business Administration
Företagsekonomi
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75380

Internet

http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75380

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