One last scuffle before we cherish brand love forever

Muhammad Junaid; Khalid Hussain; Fujun Hou

doi:10.1177/1470785319827153

One last scuffle before we cherish brand love forever

Muhammad Junaid, Khalid Hussain, Fujun Hou^*

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

14 Citations (Scopus)

Abstract

The extant literature on brand love lacks appraisal of theories and discourse on the conceptualizations of brand love. This work differentiates these conceptualizations, categorizes in three mutually exclusive forms, and labels as perfect two-way love, imperfect two-way love, and perfect one-way love.

Original language	English
Pages (from-to)	571-573
Number of pages	3
Journal	International Journal of Market Research
Volume	61
Issue number	6
DOIs	https://doi.org/10.1177/1470785319827153
Publication status	Published - 1 Nov 2019

Keywords

brand love
theory of interpersonal love
theory of parasocial love

Access to Document

10.1177/1470785319827153

Cite this

@article{e4972408f0c64b88819a2d0de8e18f02,

title = "One last scuffle before we cherish brand love forever",

abstract = "The extant literature on brand love lacks appraisal of theories and discourse on the conceptualizations of brand love. This work differentiates these conceptualizations, categorizes in three mutually exclusive forms, and labels as perfect two-way love, imperfect two-way love, and perfect one-way love.",

keywords = "brand love, theory of interpersonal love, theory of parasocial love",

author = "Muhammad Junaid and Khalid Hussain and Fujun Hou",

note = "Publisher Copyright: {\textcopyright} The Author(s) 2019.",

year = "2019",

month = nov,

day = "1",

doi = "10.1177/1470785319827153",

language = "English",

volume = "61",

pages = "571--573",

journal = "International Journal of Market Research",

issn = "1470-7853",

publisher = "Market Research Society",

number = "6",

}

TY - JOUR

T1 - One last scuffle before we cherish brand love forever

AU - Junaid, Muhammad

AU - Hussain, Khalid

AU - Hou, Fujun

N1 - Publisher Copyright: © The Author(s) 2019.

PY - 2019/11/1

Y1 - 2019/11/1

N2 - The extant literature on brand love lacks appraisal of theories and discourse on the conceptualizations of brand love. This work differentiates these conceptualizations, categorizes in three mutually exclusive forms, and labels as perfect two-way love, imperfect two-way love, and perfect one-way love.

AB - The extant literature on brand love lacks appraisal of theories and discourse on the conceptualizations of brand love. This work differentiates these conceptualizations, categorizes in three mutually exclusive forms, and labels as perfect two-way love, imperfect two-way love, and perfect one-way love.

KW - brand love

KW - theory of interpersonal love

KW - theory of parasocial love

UR - http://www.scopus.com/inward/record.url?scp=85075457996&partnerID=8YFLogxK

U2 - 10.1177/1470785319827153

DO - 10.1177/1470785319827153

M3 - Article

AN - SCOPUS:85075457996

SN - 1470-7853

VL - 61

SP - 571

EP - 573

JO - International Journal of Market Research

JF - International Journal of Market Research

IS - 6

ER -

One last scuffle before we cherish brand love forever

Abstract

Keywords

Access to Document

Other files and links

Fingerprint

Cite this