Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether
Previous research has identified customer satisfaction (CS) and customer–company identification (CCI) as two of the most important concepts in relationship marketing. Despite their proclaimed
Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are
It is widely recognised that employees play a crucial role in services brand management. To date, empirical studies testing the relevance of brand identity management from the employees’
The co-creation perspective has led to the apparent convergence of the notions of brand and brand identity (BI), both increasingly conceptualized as process-based and consumer-driven. Such a