When Consumers Love their Brands: A Qualitative Approach for the Investigation on the Nature of this Relationship

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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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Bibliographic Details
Main Author:	Aloisio, Sara
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2016
Online Access:	https://eprints.nottingham.ac.uk/37069/

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