TY  - GEN
AU  - BATRA, RAJEEV
AU  - AHUVIA, AARON
TI  - Brand love
PY  - 2012///
KW  - BRAND MANAGEMENT
N2  - 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
ER  -