Brand love relationship: a true love or a missing story?

  • Eduardo Moraes Sarmento
  • Sandra Maria Correia Loureiro

Resumo

This paper looks into the function of human style relationship facets when applied to brands through a brand love relationship.
Methodologically, this investigation defined two groups of respondents (from a questionnaire applied to 224 respondents): those who self-reported a brand love relationship and those who did not. These groups were compared through a Likert questionnaire in order to find evidence of key human relationship facets that run along a brand love relationship, such as the self-ideal and positive psychology. Although, we did not find significant effects of the three key variables, the descriptive statistics showed higher averages where expected.

Publicado
Nov 23, 2016
Como citar
SARMENTO, Eduardo Moraes; LOUREIRO, Sandra Maria Correia. Brand love relationship: a true love or a missing story?. Revista Lusófona de Economia e Gestão das Organizações, [S.l.], n. 4, p. 33-56, nov. 2016. ISSN 2183-5845. Disponível em: <http://revistas.ulusofona.pt/index.php/r-lego/article/view/5645>. Acesso em: 26 june 2017.