Exploring the link between brand love and engagement through a qualitative approach
Year of publication: |
2016
|
---|---|
Authors: | Gómez-Suárez, Mónica ; Alonso, Luis Enrique ; Campo, Sara |
Published in: |
International journal of business environment : IJBE. - [Olney, Bucks.] : Inderscience Enterprises Ltd., ISSN 1740-0589, ZDB-ID 2251468-5. - Vol. 8.2016, 4, p. 367-384
|
Subject: | brand love | engagement | likeability | consumer | culture | focus group | qualitative | affection | attachment | Spanish | Konsumentenverhalten | Consumer behaviour | Emotion | Markenführung | Brand management | Markenimage | Brand image | Spanien | Spain | Beziehungsmarketing | Relationship marketing | Marktforschung | Market research | Qualitative Methode | Qualitative method | Markenartikel | Brand |
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