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Keywords: Cognitive -emotion theory
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Journal Articles
A framework for transitioning brand trust to brand love
Available to Purchase
Journal:
Management Decision
Management Decision (2023) 61 (6): 1554–1584.
Published: 17 April 2023
...Geeta Marmat Purpose This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET). Design/methodology/approach Since brand anthropomorphism is successfully established...
