Brand love as mediator of the brand experience-satisfaction-loyalty relationship in a retail fashion brand
Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer l...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/11328/2938 |
| Country: | Portugal |
| Oai: | oai:repositorio.uportu.pt:11328/2938 |