What is it about?

The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands.

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Why is it important?

This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.

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This page is a summary of: Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands, Journal of Product & Brand Management, June 2019, Emerald, DOI: 10.1108/jpbm-04-2018-1842.
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