A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?
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DOI: 10.1057/s41262-022-00286-6
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- Norah Awad & Nara Youn, 2018. "You Reflect Me: Narcissistic Consumers Prefer Anthropomorphized Arrogant Brands," Journal of the Association for Consumer Research, University of Chicago Press, vol. 3(4), pages 540-554.
- Lia Zarantonello & Simona Romani & Silvia Grappi & Marc Fetscherin, 2018. "Trajectories of brand hate," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 549-560, November.
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Cited by:
- Muhammad Sohaib & Jacob Mlynarski & Rui Wu, 2022. "Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China," Sustainability, MDPI, vol. 15(1), pages 1-19, December.
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Keywords
Consumer; Brand; Spiritual; Love; Relationship; Cross cultural;All these keywords.
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