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Keywords: Susceptibility to normative influence
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Journal Articles
The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2021) 25 (1): 156–180.
Published: 19 January 2021
...Minh T.H. Le Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand...
