Antecedents And Consequences Of Brand Love: The Interplay Between The Self, Engagement And Attachment Consequences
ISBN: 9786257315432 2020 Pazarlama ve Satış Dr. Öğr. Üyesi Aslı Kuşçu Gazi KitabeviConsumer-brand relationships are important for businesses. Especially in turbulent times, strong passionate and positive relationships that are represented in the form of love play a significant role in creating positive outcomes and prevent negative ones and generate one of the highly studied recent research streams in marketing. The aim of this study is to contribute to that research and theory in marketing especially in consumer-brand relationships and to provide guidance for brands and brand managers by presenting a holistic framework to analyze the effects of brands' hedonic, functional, and symbolic resources on brand love and its complex mechanisms with brand engagement, loyalty, word-of-mouth and willingness-to-price-premium using a large array of product categories and a large sample of consumers.
