Brand love has become an important topic of research in academic literature and applied
marketing alike. Most of these studies have resulted in a better understanding of the …

Digital transformation has allowed to offer additional services—which complement the main
product—both in terms of use, emotional, and relationship terms. Focusing on a traditionally …

Purpose This paper fills a gap in the literature on branding, as local and glocal brands have
not received as much attention as global brands from academics and practitioners and the …

The purpose of this study is to examine whether brand love has a mediating effect on the
relationship between brand experience and brand equity. The research data were obtained …

El presente artículo refiere principalmente a la relación de las redes sociales y los hábitos
de consumo en los estudiantes Universitarios, caso Universidad Pedagógica y Tecnológica …

Este estudio analiza el amor hacia la marca y su relación con otros constructos. El objetivo
del artículo es analizar el amor hacia la marca como antecedente del compromiso del …

Today, the customer-brand relationship is fundamental to a company's bottom line,
especially in the service sector and with services offered via online channels. In order to …

Considering the existence of other studies in which the brand experience tested from the
Brand Experience Model fails to verify the nomological validity in all their relations …

This research was carried out to develop and validate a measurement scale to determine
internal stakeholders' perceptions of university brand capital by internal stakeholders. To this …

Esta investigación analiza el trabajo que realizan las marcas deportivas para estar
presentes en la mente del consumidor, midiendo la percepción de la Personalidad de …