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Keywords: Brand love
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Journal Articles
European Journal of Management and Business Economics (2025) 34 (3): 359–383.
Published: 24 June 2024
...Sandra Castro-González; Belén Bande; Pilar Fernández-Ferrín Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer’s decision to engage in online brand-related activities...
Journal Articles
European Journal of Management and Business Economics (2020) 29 (2): 150–165.
Published: 14 November 2019
...Elena Delgado-Ballester; Mariola Palazón; Jenny Peláez Purpose The purpose of this paper is to deal with the role of the human metaphor (anthropomorphism) and consumers’ liking for the humanized version of the brand as antecedents of three key components of brand love: self-brand integration...
