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Journal of Promotion Management Volume 26, 2020 - Issue 3
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Original Articles

Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost

Juliana ChristinoUniversidade Federal de Minas Gerais, Belo Horizonte, Brazil;
,
Thais SilvaUniversidade Federal de Minas Gerais, Belo Horizonte, Brazil; Correspondence[email protected]
,
Luiz Rodrigo MouraCentro Universitario Una, Belo Horizonte, Brazil
&
Luiz Henrique FonsecaUniversidade Federal de Minas Gerais, Belo Horizonte, Brazil;
Pages 301-321 | Published online: 08 Dec 2019

Citations (10)

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Read on this site (3)

Saubhagya Bhalla & Mohit Pathak. (2023) Demystifying Brand Love for Luxury Cars: Testing the Moderating Impact of Emotional Stability. Journal of Promotion Management 29:6, pages 873-903.
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Amy Wong. (2023) Understanding Consumer Brand Love, Brand Commitment, and Brand Loyalty. Journal of Relationship Marketing 22:2, pages 87-114.
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Amy Wong & Mehruba Haque. (2022) Understanding the brand and website effects of online loyalty: a mediation perspective. Journal of Marketing Management 38:3-4, pages 333-368.
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Articles from other publishers (7)

Anita Oppong & Livingstone Divine Caesar. (2023) A contingency analysis of brand reputation and loyalty in the banking sector. SN Business & Economics 3:7.
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Debraj Bhattacharjee, Kandela Ramesh, E. Srinivas Jayaram, Manjari Suhas Mathad & Debashish Puhan. (2023) An integrated machine learning and DEMATEL approach for feature preference and purchase intention modelling. Decision Analytics Journal 6, pages 100171.
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Mark Ng, Monica Law & Ka-fu Kevin Lin. (2022) Determinants of smartphone brand switching intention of consumers in Hong Kong. Journal of Marketing Analytics.
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Yi Ding, Ruonan Tu, Yahong Xu & Sung Kyu Park. (2022) Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology 13.
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Amy Wong. (2021) The nature of peer‐initiated brand communities on social media platforms . Journal of Consumer Behaviour 20:6, pages 1629-1647.
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Junyun Liao, Muhua Li, Haiying Wei & Zelin Tong. (2021) Antecedents of smartphone brand switching: a push–pull–mooring framework. Asia Pacific Journal of Marketing and Logistics 33:7, pages 1596-1614.
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Félix Velicia Martín, Luis Dona Toledo & Pedro Palos-Sanchez. (2020) How deep is your love? Brand love analysis applied to football teams. International Journal of Sports Marketing and Sponsorship 21:4, pages 669-693.
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