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Keywords: Lovemark
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Journal Articles
Understanding lovemark brands: Dimensions and effect on Brand loyalty in high-technology products
Open Access
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2018) 22 (3): 272–294.
Published: 13 November 2018
...Apostolos Giovanis; Pinelopi Athanasopoulou Purpose The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them. Design/methodology...
