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^*

^*此作品的通讯作者

Beijing Institute of Technology
COMSATS University Islamabad
East China University of Science and Technology

科研成果: 期刊稿件 › 文章 › 同行评审

14 引用（Scopus）

摘要

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.

源语言	英语
页（从-至）	571-573
页数	3
期刊	International Journal of Market Research
卷	61
期	6
DOI	https://doi.org/10.1177/1470785319827153
出版状态	已出版 - 1 11月 2019

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10.1177/1470785319827153

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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",

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AU - Junaid, Muhammad

AU - Hussain, Khalid

AU - Hou, Fujun

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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.

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KW - theory of interpersonal love

KW - theory of parasocial love

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DO - 10.1177/1470785319827153

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One last scuffle before we cherish brand love forever

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