Brand love (Record no. 11280)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01016npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2012 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | BATRA, RAJEEV |
| 245 ## - TITLE STATEMENT | |
| Title | Brand love |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2012 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1-16 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actualy experience this phenomenon, they conduct two qualitative sudies to uncovr the different elements(features) of the consumer prototype of brand love. Both the first order and higher order brand love modelspredict loyalty, word of mouth, and resistance better, and provide a greater understanding,than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRAND MANAGEMENT |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | AHUVIA, AARON |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14246 |
| Note | M |
| Host Itemnumber | 27725 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.