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Based on worldwide development of experience economy, service brand and newly born brand love research, this paper aims to brand's love to consumer (BLTC) and proposes a model based on theoretical review. Using data from sedan maintenance service brand in China, we find support for the existence of love from brand to consumer which can be divided into three dimensions. The implications of this study...
According to psychoanalyst John Bowlby, an attachment is an emotion-laden target-specific bond between a person and a specific object. The adoption of attachment construct in marketing literature is relatively recent. There have been some research efforts in the marketing literature that investigate whether and how individuals form attachments to possessions, goods and brands. However, the role of...
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