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
Sep 9, 2019
Journal
Volume
43
Issue
5
Pages
710 - 727
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