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Original paper

Fostering brand love in Facebook brand pages

Volume: 43, Issue: 5, Pages: 710 - 727
Published: Dec 3, 2018
Abstract
Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected...
Paper Details
Title
Fostering brand love in Facebook brand pages
Published Date
Dec 3, 2018
Volume
43
Issue
5
Pages
710 - 727
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