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Publication Detailed Description
Journal Title
Revista Lusófona de Economia e Gestão das Organizações
Year (definitive publication)
2016
Language
English
Country
Portugal
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Abstract
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.
Acknowledgements
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Keywords
Brand love,Emotional commitment,Positive psychology,Relationship,Self-ideal concept
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
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