Consumer-based determinants of brand love and its consequences : a quantitative research
Ruchi Garg, Jaydeep Mukherjee and Soumendu Biswas
| Year of publication: |
2019
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|---|---|
| Authors: | Garg, Ruchi ; Mukherjee, Jaydeep ; Biswas, Soumendu |
| Published in: |
International journal of business and emerging markets : IJBEM. - Olney, Bucks : Inderscience Publ., ISSN 1753-6219, ZDB-ID 2442561-8. - Vol. 11.2019, 2, p. 122-143
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| Subject: | brand love | brand reputation | brand anthropomorphisation | communal orientation | consumer forgiveness | word of mouth | willingness to pay a price premium | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Virales Marketing | Viral marketing | Zahlungsbereitschaftsanalyse | Willingness to pay | Markenführung | Brand management | Emotion | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJBEM.2019.100719 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012135583