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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Bibliographic Details
Main Author: Kaufmann, H. R. (author)
Other Authors: Loureiro, S. M. C. (author), Manarioti, A. (author)
Format: article
Language:eng
Published: 2017
Subjects:
Brand love
Brand loyalty
Brand communities
Brand co-creation
Behavioral branding
Online Access:http://hdl.handle.net/10071/12855
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/12855

Internet

http://hdl.handle.net/10071/12855

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