Brand Love - Batra, Rajeev; Ahuvia, Aaron; Bagozzi, Richard P. (Journal of marketing, 2012)
Keywords: Attitude strength; Beziehungsmarketing; Brand loyalty; Brands; Consumer behavior; Consumer research; Desire; Emotion; Emotional attachments; Grounded Theory; Love; Markenführung; Markentreue; Marketing; Mathematical models; Passion; Prototypes; USA