Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Purpose – Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction an...

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Bibliographic Details
Main Authors: Davood Ghorbanzadeh, Atena Rahehagh
Format: Article
Language:English
Published: Emerald Publishing 2021-04-01
Series:Rajagiri Management Journal
Subjects:
brand love
brand loyalty
emotional brand attachment
brand satisfaction
Online Access:https://www.emerald.com/insight/content/doi/10.1108/RAMJ-05-2020-0024/full/pdf?title=emotional-brand-attachment-and-brand-love-the-emotional-bridges-in-the-process-of-transition-from-satisfaction-to-loyalty

Internet

https://www.emerald.com/insight/content/doi/10.1108/RAMJ-05-2020-0024/full/pdf?title=emotional-brand-attachment-and-brand-love-the-emotional-bridges-in-the-process-of-transition-from-satisfaction-to-loyalty

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