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Keywords: Arousal
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (6): 761–776.
Published: 23 March 2021
... differences in the model. Findings Results revealed that all three aspects of brand romance (pleasure, arousal and dominance) have a positive impact on smartphone brand loyalty. It further denotes that the relationship between brand romance and brand loyalty differs from males to females. Originality...
