{"title":"The Phenomenon of Brand Love: A Systematic Literature Review","authors":"Vivek Pani Gumparthi, Sabyasachi Patra","doi":"10.1080/15332667.2019.1664871","DOIUrl":null,"url":null,"abstract":"Abstract Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied customers become loyal customers, thereby reduce several costs and also enhance several marketing activities. Since the research paper of it can be observed that there has been a surge in the number of research publications pertinent to brand love literature. Through this systematic literature review, we comprehensively review seventy six articles pertinent to brand love literature, published in various scientific journals there by presenting the key emergent themes, extensively used methodologies and analysis approaches, key variables observed, dominant theoretical underpinnings and a strategic conceptual framework.","PeriodicalId":35385,"journal":{"name":"Journal of Relationship Marketing","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2020-04-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332667.2019.1664871","citationCount":"59","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Relationship Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332667.2019.1664871","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 59
Abstract
Abstract Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied customers become loyal customers, thereby reduce several costs and also enhance several marketing activities. Since the research paper of it can be observed that there has been a surge in the number of research publications pertinent to brand love literature. Through this systematic literature review, we comprehensively review seventy six articles pertinent to brand love literature, published in various scientific journals there by presenting the key emergent themes, extensively used methodologies and analysis approaches, key variables observed, dominant theoretical underpinnings and a strategic conceptual framework.
期刊介绍：
The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.
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