... Limited Licensed re-use rights only Uncertainty Brand love Brand trust “Brand trust” and “brand love” are two important concepts explaining a customer’s relationship with a brand. Previous studies have shown that brand trust and love impact important customer outcomes such as satisfaction...

... ambitions and values. The club’s marketers obviously have a leading role to play. Identifying key drivers of brand love is critical as this will enable them to develop strategies that positively impact on the strong attachment that devoted supporters already feel towards the club. In the not-too...

... and places the articles in context. Findings – There are several striking similarities between “brand love” and “brand attachment”. The politics of marketing theory are at work in keeping these constructs away from each other, the literature under scrutiny not only suffers from amnesia, but also from...

... , pp. 475 - 482 . Brands Relationships Brand love Counterfeits You cannot afford a Rolex wrist watch? No problem, just buy a fake. There are apparently some very good ones around these days. Do you find that a luxuriously designed, and luxuriously priced, handbag a tad beyond your...