Antecedents and consequences of brand love
Tóm tắt
This article focuses on a new consumer behavior and marketing concept: brand love. The primary purpose of the article is to identify the antecedent and consequences of brand love. On the basis of an extensive literature review, the article offers a series of research propositions to explicate the interrelationships between antecedents of brand love on the one hand, and brand love and its consequences on the other. A theoretical framework capturing the proposed relationships is also offered. The managerial implications of brand love for developing marketing strategy are discussed.
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