Exploring behavioural branding, brand love and co-creation
Purpose: This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty. Design/methodology/approach: Th...
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| Outros Autores: | , |
| Formato: | article |
| Idioma: | eng |
| Publicado em: |
2017
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10071/12855 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/12855 |