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Ferreira, E. S. & Loureiro, S. M. C. (2016). Brand love relationship: a true love or a missing story?. Revista Lusófona de Economia e Gestão das Organizações. 4, 33-56
E. S. Ferreira and S. M. Loureiro, "Brand love relationship: a true love or a missing story?", in Revista Lusófona de Economia e Gestão das Organizações, no. 4, pp. 33-56, 2016
@article{ferreira2016_1734885073602, author = "Ferreira, E. S. and Loureiro, S. M. C.", title = "Brand love relationship: a true love or a missing story?", journal = "Revista Lusófona de Economia e Gestão das Organizações", year = "2016", volume = "", number = "4", pages = "33-56", url = "http://revistas.ulusofona.pt/index.php/r-lego/article/view/5645" }
TY - JOUR TI - Brand love relationship: a true love or a missing story? T2 - Revista Lusófona de Economia e Gestão das Organizações IS - 4 AU - Ferreira, E. S. AU - Loureiro, S. M. C. PY - 2016 SP - 33-56 SN - 2183-5845 UR - http://revistas.ulusofona.pt/index.php/r-lego/article/view/5645 AB - This paper looks into the function of human style relationship facets when applied to brands through a brand love relationship. Methodologically, this investigation defined two groups of respondents (from a questionnaire applied to 224 respondents): those who self-reported a brand love relationship and those who did not. These groups were compared through a Likert questionnaire in order to find evidence of key human relationship facets that run along a brand love relationship, such as the self-ideal and positive psychology. Although, we did not find significant effects of the three key variables, the descriptive statistics showed higher averages where expected. ER -