Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Artículos similares

What Type Relationship Do We Have with Our Brands? Is The Name of This Relationship Brand Romance?

Acceso

Hatice Aydin,Cemal Zehir Pág. 272 - 283

Consumers? loyalty to a brand depends on their establishing an emotional relationship with it. This relationship may be called as brand romance. Many factors influence the emergence of brand romance (ROM), including brand novelty (BN), brand satisfaction... ver más

Revista: International Review of Management and Marketing

The Theory and Practice of Customer Loyalty Management and Customer Focus in the Enterprise Activity

Acceso

Elena M. Kiseleva,Marina L. Nekrasova,Marina A. Mayorova,Marina N. Rudenko,Vadim S. Kankhva Pág. 95 - 103

Nowadays in Companies paid much attention to client relationship management. In modern conditions there is an unclear distinction between the terms ?customer loyalty? and ?brand loyalty?. They were developed at different times and within different concep... ver más

Revista: International Review of Management and Marketing

EXPERIENTIAL MARKETING, EMOTIONAL BRANDING, AND BRAND TRUST AND THEIR EFFECT ON LOYALTY ON HONDA MOTORCYCLE PRODUCT

Acceso

Nuruni Ika Kustini

The rising globalization era has demanded that the world should change from the old para- digms into the new one in every aspect, especially in marketing world. Nowadays, to win over the market share cannot not only do a business that relies on the funct... ver más

Revista: Journal of Economics, Business & Accountancy

Emotional Branding and the Strategic Value of the Doppelg¿nger Brand Image

Acceso

Thompson, Craig J, Rindfleisch, Aric, Arsel, Zeynep Pág. 50 - 64

Revista: JOURNAL OF MARKETING

Artículos similares

Revistas destacadas