Abstract
The concept of brand love and romantic customer-brand relationships has experienced a phase of increased interest among marketers and researchers. This paper aims to give a holistic overview about the current state of the academic discussion of brand love and emphasizes the conflicts in assessing the construct by itself as well as antecedents and consequences. Considering the relevance of these conceptual issues for business practice, we discuss passionbrands and lovemarks.
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© 2016 Academy of Marketing Science
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Schlobohm, S., Zulauf, K., Wagner, R. (2016). A Review of Brand Love: Conceptual Considerations and Their Relevance for Business. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_101
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DOI: https://doi.org/10.1007/978-3-319-11815-4_101
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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