Sense of community and social identity effect on brand love:Based on the online communities of a luxury fashion brands
Author:
Affiliation:
1. Department of Business Administration, Sookmyung Women’s University, Seoul, Republic of Korea
2. Department of International Studies, Namseoul University, Cheonan-si, Republic of Korea
Publisher
Informa UK Limited
Subject
Management of Technology and Innovation,Marketing,Strategy and Management,Cultural Studies
Link
https://www.tandfonline.com/doi/pdf/10.1080/20932685.2018.1558087
Reference65 articles.
1. Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives
2. The role of brand love in consumer‐brand relationships
3. When consumers love their brands: Exploring the concept and its dimensions
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