Is love online or offline? Brand experience, brand love and brand equity in a fashion retail store

Purpose: This paper examines the contribution of brand experience to brand equity, by fostering a specific and strong emotional response to a brand – brand love. Specifically, it investigates possible differences between online and offline settings of fashion retail brand. Design/methodology/approac...

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Bibliographic Details
Main Author: Rodrigues, Paula (author)
Other Authors: Ferreira, Pedro (author), Rodrigues, Pedro (author), Costa, Paula (author)
Format: conferenceObject
Language:eng
Published: 2018
Subjects:
Brand experience
Brand love
Brand equity
Retail
Fashion
Online
Offline
Online Access:http://hdl.handle.net/11328/2240
Country:Portugal
Oai:oai:repositorio.uportu.pt:11328/2240

Internet

http://hdl.handle.net/11328/2240

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