How deep is your love? The brand love-loyalty matrix in consumer-brand relationships

Jeandri Robertson,Elsamari Botha,Caitlin Ferreira,Leyland Pitt

Journal of Business Research（2022）

引用 13|浏览13

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摘要

•Brand love is more important than brand loyalty in driving masstige brand equity.•Consumers develop brand love without having purchased a brand.•A masstige brand betrayal results in decreased brand love and brand equity.•The developed brand love-loyalty matrix identifies four masstige consumer segments.

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关键词

Brand love,Brand loyalty,Brand equity,Masstige,Brand betrayal,Consumer-brand relationship,Article classification: Research article

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