| 000 | 01016npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2012 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aBATRA, RAJEEV | ||
| 245 | _aBrand love | ||
| 260 | _c2012 | ||
| 300 | _a1-16 | ||
| 520 | _aUsing 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 | _aBRAND MANAGEMENT | ||
| 700 | _aAHUVIA, AARON | ||
| 773 |
_oP14246 _nM _927725 _011181 _tJOURNAL OF MARKETING |
||
| 942 |
_2ddc _cARTCL |
||
| 999 |
_c11280 _d11280 |
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