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...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Kiuru, Katrine
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, University of Jyväskylä, Jyväskylän yliopisto
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2014
Aiheet:
Linkit: https://jyx.jyu.fi/handle/123456789/43560