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 |
Files in This Item:
File | Description | Size | Format | |
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brand_love_relationship_eduardo_sandra_lusofona_2016.pdf | Versão Editora | 289,25 kB | Adobe PDF | View/Open |
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