R-LEGO - Revista Lusófona de Economia e Gestão das Organizações. nº 04 (2016)

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http://hdl.handle.net/10437/11075

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Percorrer R-LEGO - Revista Lusófona de Economia e Gestão das Organizações. nº 04 (2016) por autor "Sarmento, Eduardo Morais"

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    Brand love relationship: a true love or a missing story?
    (Edições Universitárias Lusófonas, 2016) Sarmento, Eduardo Morais; Loureiro, Sandra Maria Correia; Escola de Ciências Económicas e das Organizações
    This paper looks into the function of human style relationship facets when applied to brands through a brand love relationship. Methodologically, this investigation defined two groups of respondents (from a questionnaire applied to 224 respondents): those who self-reported a brand love relationship and those who did not. These groups were compared through a Likert questionnaire in order to find evidence of key human relationship facets that run along a brand love relationship, such as the self-ideal and positive psychology. Although, we did not find significant effects of the three key variables, the descriptive statistics showed higher averages where expected.