Brand love: conceptual and empirical investigation of a holistic causal model
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DOI: 10.1057/s41262-021-00237-7
Abstract: Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this… read more here.
Keywords: causal model; brand; holistic causal; brand love ... See more keywords