Falling in love with brands : a dynamic analysis of the trajectories of brand love
Tobias Langner, Daniel Bruns, Alexander Fischer, John R. Rossiter
| Year of publication: |
March 2016
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|---|---|
| Authors: | Langner, Tobias ; Grahl, Daniel ; Fischer, Alexander ; Rossiter, John R. |
| Published in: |
Marketing letters : a journal of research in marketing. - Dordrecht [u.a.] : Springer, ISSN 0923-0645, ZDB-ID 1031012-5. - Vol. 27.2016, 1, p. 15-26
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| Subject: | Brand love dynamics | Brand love trajectories | Critical incidents | Formative experiences | Markenführung | Brand management | Emotion | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11002-014-9283-4 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011444002