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...
| Autor principal: | |
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| Outros Autores: | , , |
| Formato: | conferenceObject |
| Idioma: | eng |
| Publicado em: |
2018
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/11328/2240 |
| País: | Portugal |
| Oai: | oai:repositorio.uportu.pt:11328/2240 |