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Title: Brand love relationship: a true love or a missing story?
Authors: Ferreira, E. S.
Loureiro, S. M. C.
Keywords: Brand love
Emotional commitment
Positive psychology
Self-ideal concept
Issue Date: 2016
Publisher: Universidade Lusófona
Abstract: This paper looks into the function of human style relationship facets when applied to brands through a brand love relationship. Methodologically, this investigation defined two groups of respondents (from a questionnaire applied to 224 respondents): those who self-reported a brand love relationship and those who did not. These groups were compared through a Likert questionnaire in order to find evidence of key human relationship facets that run along a brand love relationship, such as the self-ideal and positive psychology. Although, we did not find significant effects of the three key variables, the descriptive statistics showed higher averages where expected.
Peer reviewed: yes
ISSN: 2183-5845
Appears in Collections:BRU-RN - Artigos em revistas científicas nacionais com arbitragem científica

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