Brand love relationship: a true love or a missing story?
| dc.contributor.author | Sarmento, Eduardo Morais | |
| dc.contributor.author | Loureiro, Sandra Maria Correia | |
| dc.contributor.institution | Escola de Ciências Económicas e das Organizações | |
| dc.date.issued | 2016 | |
| dc.description | R-LEGO - Revista Lusófona de Economia e Gestão das Organizações | |
| dc.description.abstract | 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. | en |
| dc.description.status | Non peer reviewed | |
| dc.format | application/pdf | |
| dc.identifier.citation | Sarmento , 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.issn | 2183-5845 | |
| dc.language.iso | eng | |
| dc.publisher | Edições Universitárias Lusófonas | |
| dc.relation.ispartof | R-LEGO - Revista Lusófona de Economia e Gestão das Organizações | |
| dc.rights | openAccess | |
| dc.subject | MARKETING | |
| dc.subject | PSICOLOGIA POSITIVA | |
| dc.subject | MARCAS COMERCIAIS | |
| dc.subject | CONSUMIDORES | |
| dc.subject | POSITIVE PSYCHOLOGY | |
| dc.subject | MARKETING | |
| dc.subject | TRADEMARKS | |
| dc.subject | CONSUMERS | |
| dc.title | Brand love relationship: a true love or a missing story? | en |