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Reflections on emotional attachment to brands: Brand romance and brand love

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Abstract:

The emotional attachment that consumers develop toward some brands has attracted considerable research attention. In this commentary, we take a supportive view of prior research in this area because of contributions toward better understanding of consumer-brand relationships. We also take this opportunity to respond to a few incorrect claims about Patwardhan and Balasubramanian's (2011) study on brand romance.

Keywords: BRAND LOVE; BRAND ROMANCE; EMOTIONAL ATTACHMENT; SELF-EXPANSION; THEORIES ON ATTACHMENT

Document Type: Commentary

DOI: http://dx.doi.org/10.1362/147539213X13645550618560

Publication date: March 1, 2013

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