..., and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Uncertainty Brand love Brand trust “Brand trust...

.... Involvement heightens perceptions among supporters that they play a more active role in the club. © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Mobile marketing Brand love Online marketing Sports marketing A firm’s brand is widely...

... 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...

...-to-digest format. © Emerald Group Publishing Limited 2015 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...