Abstract
Is love experienced for a brand an emotion (casually labeled as brand love)? Yes, /may be! Is “brand love” an emotion? No.
Original language | English |
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Pages (from-to) | 577-580 |
Number of pages | 4 |
Journal | International Journal of Market Research |
Volume | 61 |
Issue number | 6 |
DOIs | |
Publication status | Published - 1 Nov 2019 |
Keywords
- brand love
- emotion
- relationship
Cite this
Junaid, M., Hussain, K., & Hou, F. (2019). Addressing the dichotomy of brand love. International Journal of Market Research, 61(6), 577-580. https://doi.org/10.1177/1470785319853468