Brand love relationship: a true love or a missing story?

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Brand love relationship: a true love or a missing story?

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Title: Brand love relationship: a true love or a missing story?
Author: Sarmento, Eduardo Morais; Loureiro, Sandra Maria Correia
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.
URI: http://hdl.handle.net/10437/7687
Date: 2016


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