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Keywords: Interactions
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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
...Kaisa Aro; Kati Suomi; Richard Gyrd-Jones Purpose This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts. Design/methodology/approach The qualitative empirical study uses...
