What is love? Exploring the meaning of brand love and its role in determining brand loyalty
This paper measures brand love of smartphones in a specific cultural context. It assesses and compares the effects of brand love and satisfaction on brand loyalty and positive word-of-mouth. The authors use a qualitative approach to select and adapt a measurement scale of the brand love construct fo...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asociación de Directivos Superiores de Administración, Negocios o Empresariales de Chile A.G. (ASFAE)
2020-12-01
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| Series: | Multidisciplinary Business Review |
| Subjects: | |
| Online Access: | https://journalmbr.net/index.php/mbr/article/view/628 |