Understanding and measuring romantic brand love

By Abhigyan Sarkar, Abhilash Ponnam, B. Murthy. 2012

106 citations recorded by the source corpus.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/61701dadbc333360d863352cb2811ccc51315252

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In Marketing

1. Shadi M. Altarifi
2. I. Alnawas

Citations in the corpus

• Exploring the role of brand identification and brand love in generating higher levels of brand loyalty (2016, background): “…brand love’s conceptualizations (e.g., Albert et al., 2008; Batra et al., 2012; Carroll and Ahuvia, 2006), the robustness and the high generalizability of Sternberg’s (1987) triangular theory (Sarkar et al., 2012) made it the most adopted framework to investigate brand love (Batra et al., 2012).”