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Loureiro, S. M. C. (2013). The remarkable consumer experience of brands as drivers to a deep consumer-brand relationship. In Doug Evans  (Ed.), Psychology of Branding. (pp. 39-52). Washington, DC: NOVA publishers.

S. M. Loureiro,  "The remarkable consumer experience of brands as drivers to a deep consumer-brand relationship", in Psychology of Branding, Doug Evans , Ed., Washington, DC, NOVA publishers, 2013, pp. 39-52

@incollection{loureiro2013_1734887674954,
	author = "Loureiro, S. M. C.",
	title = "The remarkable consumer experience of brands as drivers to a deep consumer-brand relationship",
	booktitle = "Psychology of Branding",
	year = "2013",
	volume = "",
	series = "",
	edition = "",
	pages = "39-39",
	publisher = "NOVA publishers",
	address = "Washington, DC",
	url = "https://www.novapublishers.com/catalog/product_info.php?products_id=41815"
}

TY  - CHAP
TI  - The remarkable consumer experience of brands as drivers to a deep consumer-brand relationship
T2  - Psychology of Branding
AU  - Loureiro, S. M. C.
PY  - 2013
SP  - 39-52
CY  - Washington, DC
UR  - https://www.novapublishers.com/catalog/product_info.php?products_id=41815
AB  - This chapter reviews concepts of brand experience, brand connection, brand love and positive emotions, and the willingness to sacrifice in different perspectives. Then a theoretical model is proposed for explaining the mechanism under the extreme connection to a brand that leads to the willingness to sacrifice. The sacrifice for a brand means to give up one’s immediate self-interest or interests not related to the purchase and experience the brand for the sake of a relationship with the brand. 
The chapter concludes with suggestions to test the model and presents some preliminary empirical results from the first seminal studies. 
ER  -