When Consumers Love their Brands: A Qualitative Approach for the Investigation on the Nature of this Relationship
The marketing literature and the consumer research started to pay attention and particular interest in the consumer-brand relationship. Customers tend to create and develop an emotional connection with some brands, and some researchers tried to explain this phenomenon through the brand love construc...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2016
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| Online Access: | https://eprints.nottingham.ac.uk/37069/ |