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Keywords: Destination brand
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Journal Articles
Layers of love – exploring the interactive layers of brand love in the social media setting
Open Access
Journal:
European Journal of Marketing
European Journal of Marketing (2023) 57 (13): 87–110.
Published: 03 July 2023
... that brand love is in constant flux as individuals move across the layers in their identification with the brand. Research limitations/implications This study provides data from one destination brand in Finland. Future studies could consider other types of brands and contexts in other countries...
