LOVEMARKS: The emotional attachment of loving a brand
Bernal Castillo, Viviana Karina
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Over the past decade, emotional branding has occurred as a very significant and influential brand management paradigm (Gobe 2001; Zaltman 2003). Companies have perceived that the love for a brand is an important reason to keep a good relationship with their consumers, therefore they use emotional branding, which is a consumer-centric, relational, and story-driven approach to forging deep and enduring affective bonds between the consumers and brands (Roberts 2004).
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