Brand romance: A complementary approach to explain emotional attachment toward brands

Journal of Product and Brand Management

Volumn 20, Issue 4, 2011, Pages 297-308

  Patwardhan, Hemant ^a   Balasubramanian, Siva K ^b  

^a WINTHROP UNIVERSITY   (United States)

^b ILLINOIS INSTITUTE OF TECHNOLOGY   (United States)

Author keywords

Brand attraction; Brand loyalty; Brand management; Brand relationships; Brands; Consumer behaviour; Emotional attachment; Scale development; Self expansion model

Indexed keywords

EID: 79960320902     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421111148315     Document Type: Article

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