What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance?
Consumers' loyalty to a brand depends on their establishing an emotional relationship with it. This relationship may be called as brand romance. Many factors influence the emergence of brand romance (ROM), including brand novelty (BN), brand satisfaction (BS), and subjective brand knowledge (SB...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2017-03-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/4048 |