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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-04-01
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| Series: | Rajagiri Management Journal |
| Subjects: | |
| 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 |