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

  • Eduardo Moraes Sarmento
  • Sandra Maria Correia Loureiro


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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Sarmento, E. M., & Loureiro, S. M. C. (2016). Brand love relationship: a true love or a missing story?. Revista Lusófona De Economia E Gestão Das Organizações, (4), 33-56.