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.

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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 may 2018.