Please use this identifier to cite or link to this item:
|Title:||Brand love relationship: a true love or a missing story?|
|Authors:||Ferreira, E. S.|
Loureiro, S. M. C.
|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.|
|Appears in Collections:||BRU-RN - Artigos em revistas científicas nacionais com arbitragem científica|
Files in This Item:
|brand_love_relationship_eduardo_sandra_lusofona_2016.pdf||Versão Editora||289.25 kB||Adobe PDF||View/Open|
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.