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1. 1. CONSUMERS IN LOVE : A model to consumers heart

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Gustavo Lima Moraes de Oliveira; Suzanne Meinders; [2018]
   Keywords : Brand love antecedents; consolidated model; brand identification; brand evaluation; experience value; screening process;

   Abstract : PURPOSE To explain what impacts brand love. METHODOLOGY Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents. READ MORE