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1. 1. The break-up: Why consumers end their love relationships with brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Yassamin Amirghassemi; Julia Lövgren; [2015]
   Keywords : Consumer-brand relationships; Brand love; Dissolution; Identity; Termination; Self-extension.; Business and Economics;

   Abstract : Purpose: Consumers are forming deep love relationships with brands to a degree that involves the incorporation of the brand’s symbolic attributes to their own self-concept. However, though deep, these bonds are not indestructible. READ MORE