Sökning: "Nermin Osmanović"

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  1. 1. The Pathways of Brand Love : Pathways to brand love out of a consumer perspective

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Nermin Osmanovic; [2020]
    Nyckelord :brand love; antecedents; pathways; self-brand integration; anthropomorphism;

    Sammanfattning : AbstractBrand love has become an increasingly interesting area of research for academics and marketing practitioners alike, as it has shown to drive consumer behaviours such as brand loyalty, positive word-of-mouth and negative information resistance (Batra et al., 2012). LÄS MER