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What is Brand Love in Consumer Relationships about?

This research article explores the concept of brand love within consumer-brand relationships, proposing a model that includes its antecedents (brand identification and trust) and consequences (brand commitment and positive word of mouth). The study analyzes data from 1505 consumers to establish strong relationships between these constructs, highlighting the distinct nature of brand love compared to other relational constructs. The findings emphasize the importance of brand love in understanding consumer beh

Author

Khofifah Rahmania

Language

EN