Lovemarks and beyond: Examining the link between lovemarks and brand loyalty through customer advocacy in the automobile industry
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DOI: 10.1371/journal.pone.0285193
Abstract: Purpose Despite the potential for businesses, our understanding of lovemark brands and their consequences is limited. Numerous psychological and brand-related consequences are linked to lovemarks, but the role of influential underlining mechanisms is not fully… read more here.
Keywords: brand; brand loyalty; lovemarks brand; customer advocacy ... See more keywords