Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand

This study was conducted from the strategic marketing perspective to test the impact of brand relationship types on brand loyalty. We also test three path effects of brand love and brand trust. Data were collected from three metropolitan customers who use tablet PCs. We obtained 383 valid samples, g...

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Bibliographic Details
Main Authors: Shikun Zhang, Michael Yao-Ping Peng, Yaoping Peng, Yuan Zhang, Guoying Ren, Chun-Chun Chen
Format: Article
Language:English
Published: Frontiers Media S.A. 2020-03-01
Series:Frontiers in Psychology
Subjects:
brand relationship
brand trust
brand loyalty
brand love
structural equating modeling
Online Access:https://www.frontiersin.org/article/10.3389/fpsyg.2020.00231/full

Internet

https://www.frontiersin.org/article/10.3389/fpsyg.2020.00231/full

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