Exploring behavioural branding, brand love and brand co-creation

By Hans Rüdiger Kaufmann, Sandra Maria Correia Loureiro, Agapi Manarioti. 2016

191 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/dbe54208ad084391e47a1ca13041d4264f100708

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Narissara Palusuk
2. Amer Saeed
3. Imran Sadiq
4. Umair Saeed
5. Bernadett Koles
6. Muhammad Khalid Iqbal
7. Naveed Ahmad Faraz
8. Ali Raza

In Organizational Behavior and Human Resource Management

1. Narissara Palusuk
2. Amer Saeed
3. Bernadett Koles
4. Muhammad Khalid Iqbal
5. Naveed Ahmad Faraz
6. Ali Raza
7. Rajibul Hasan
8. R. Rather

In Sociology and Political Science

1. Narissara Palusuk
2. Bernadett Koles
3. Rajibul Hasan
4. R. Rather

Citations in the corpus

• Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism (2020, background): “[46] proposed co-creation create loyalty through the mediation of brand trust.”
• ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love (2019, background): “income, age, gender), extent of customer involvement (Kaufmann, Loureiro, & Manarioti, 2016), product category (Kaufmann et al., 2016), brand characteristics (e.”
• I love you, but you let me down! How hate and retaliation damage customer-brand relationship (2022, unknown): “In comparison, it is relatively recent that love has been researched in the context of customer-brand relationships (e.g., Bagozzi et al., 2017; Kaufmann et al., 2016).”