Please use this identifier to cite or link to this item: http://hdl.handle.net/10071/12857
Author(s): Ferreira, E. S.
Loureiro, S. M. C.
Date: 2016
Title: Brand love relationship: a true love or a missing story?
Volume: 0
Number: 4
Pages: 33 - 56
ISSN: 2183-5845
Keywords: Brand love
Emotional commitment
Positive psychology
Relationship
Self-ideal concept
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.
Peerreviewed: yes
Access type: Open Access
Appears in Collections:BRU-RN - Artigos em revistas científicas nacionais com arbitragem científica

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