Sökning: "Yassamin Amirghassemi"

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  1. 1. The break-up: Why consumers end their love relationships with brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Yassamin Amirghassemi; Julia Lövgren; [2015]
    Nyckelord :Consumer-brand relationships; Brand love; Dissolution; Identity; Termination; Self-extension.; Business and Economics;

    Sammanfattning : Purpose: Consumers are forming deep love relationships with brands to a degree that involves the incorporation of the brand’s symbolic attributes to their own self-concept. However, though deep, these bonds are not indestructible. LÄS MER