Original paper
Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities
Abstract
Purpose Brand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the information processing model as well as on the experiential approaches to consumer behaviour to develop a model comprising a novel set of antecedents. Design/methodology/approach To test the research hypotheses, we resort to two samples, which...
Paper Details
Title
Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities
Published Date
Feb 2, 2018
Volume
52
Issue
3/4
Pages
656 - 682
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Notes
History