The relationship between brand love and positive word of mouth
Being able to create strong emotional bonds between consumers and brands can be seen as an important goal of today’s brand management. As in interpersonal relationships also in product and brand context love is presented to be the strongest stage of emotional attachment a consumer may have. Brand lo...
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| Other Authors: | , , , , , |
| Format: | Master's thesis |
| Language: | eng |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://jyx.jyu.fi/handle/123456789/43560 |