Original paper
Fostering brand love in Facebook brand pages
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
Journal
Volume
43
Issue
5
Pages
710 - 727