Rahman, Renée; Langner, Tobias; Temme, Dirk - In: Journal of Brand Management 28 (2021) 6, pp. 609-642
Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital … insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore …, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and …