Brand love relationship: a true love or a missing story?

dc.contributor.authorSarmento, Eduardo Morais
dc.contributor.authorLoureiro, Sandra Maria Correia
dc.contributor.institutionEscola de Ciências Económicas e das Organizações
dc.date.issued2016
dc.descriptionR-LEGO - Revista Lusófona de Economia e Gestão das Organizações
dc.description.abstractThis 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.en
dc.description.statusNon peer reviewed
dc.formatapplication/pdf
dc.identifier.citationSarmento , E M & Loureiro , S M C 2016 , ' Brand love relationship: a true love or a missing story? ' , R-LEGO - Revista Lusófona de Economia e Gestão das Organizações .
dc.identifier.issn2183-5845
dc.language.isoeng
dc.publisherEdições Universitárias Lusófonas
dc.relation.ispartofR-LEGO - Revista Lusófona de Economia e Gestão das Organizações
dc.rightsopenAccess
dc.subjectMARKETING
dc.subjectPSICOLOGIA POSITIVA
dc.subjectMARCAS COMERCIAIS
dc.subjectCONSUMIDORES
dc.subjectPOSITIVE PSYCHOLOGY
dc.subjectMARKETING
dc.subjectTRADEMARKS
dc.subjectCONSUMERS
dc.titleBrand love relationship: a true love or a missing story?en
dc.typearticle

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