Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?

Bibliographic Details
Main Author: Cayolla, Ricardo
Publication Date: 2020
Other Authors: Loureiro, Sandra, Reis, José Luís
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/11328/3733
https://doi.org/10.1007/978-981-15-1564-4_32
Summary: Assuming the meaning and value that brands have for consumers, this paper developed a structured viewpoint in the consumer-brand relationship. This paper explores the fact that there are deep investments by consumers in their relationships with brands. The objectives of the article are, first, to present the two main consumer-brand relationship models (Brand Relationship Quality—BRQ, Investment Model—IM) and, second, to challenge the importance of Love in the relationships established between consumers and brands.
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spelling Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?Consumer-brand relationship (CBR)BrandCommitmentMarketingLoveAssuming the meaning and value that brands have for consumers, this paper developed a structured viewpoint in the consumer-brand relationship. This paper explores the fact that there are deep investments by consumers in their relationships with brands. The objectives of the article are, first, to present the two main consumer-brand relationship models (Brand Relationship Quality—BRQ, Investment Model—IM) and, second, to challenge the importance of Love in the relationships established between consumers and brands.Springer2021-10-20T11:09:45Z2021-10-202020-01-01T00:00:00Zconference objectinfo:eu-repo/semantics/publishedVersionapplication/pdfCayolla R., Loureiro S., & Reis J.L. (2020). Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?. In: Rocha Á., Reis J., Peter M., & Bogdanović Z. (eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167, (pp.341-349). Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_32. Disponível no Repositório UPT, http://hdl.handle.net/11328/3733http://hdl.handle.net/11328/3733Cayolla R., Loureiro S., & Reis J.L. (2020). Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?. In: Rocha Á., Reis J., Peter M., & Bogdanović Z. (eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167, (pp.341-349). Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_32. Disponível no Repositório UPT, http://hdl.handle.net/11328/3733http://hdl.handle.net/11328/3733https://doi.org/10.1007/978-981-15-1564-4_32eng978-981-15-1563-7 (Print)978-981-15-1564-4 (Online)info:eu-repo/semantics/restrictedAccessinfo:eu-repo/semantics/openAccessCayolla, RicardoLoureiro, SandraReis, José LuísCayolla, Ricardoreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-01-09T02:12:35Zoai:repositorio.upt.pt:11328/3733Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:31:27.632934Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
title Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
spellingShingle Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
Cayolla, Ricardo
Consumer-brand relationship (CBR)
Brand
Commitment
Marketing
Love
title_short Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
title_full Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
title_fullStr Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
title_full_unstemmed Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
title_sort Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?
author Cayolla, Ricardo
author_facet Cayolla, Ricardo
Loureiro, Sandra
Reis, José Luís
author_role author
author2 Loureiro, Sandra
Reis, José Luís
author2_role author
author
dc.contributor.author.fl_str_mv Cayolla, Ricardo
Loureiro, Sandra
Reis, José Luís
Cayolla, Ricardo
dc.subject.por.fl_str_mv Consumer-brand relationship (CBR)
Brand
Commitment
Marketing
Love
topic Consumer-brand relationship (CBR)
Brand
Commitment
Marketing
Love
description Assuming the meaning and value that brands have for consumers, this paper developed a structured viewpoint in the consumer-brand relationship. This paper explores the fact that there are deep investments by consumers in their relationships with brands. The objectives of the article are, first, to present the two main consumer-brand relationship models (Brand Relationship Quality—BRQ, Investment Model—IM) and, second, to challenge the importance of Love in the relationships established between consumers and brands.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-01T00:00:00Z
2021-10-20T11:09:45Z
2021-10-20
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv Cayolla R., Loureiro S., & Reis J.L. (2020). Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?. In: Rocha Á., Reis J., Peter M., & Bogdanović Z. (eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167, (pp.341-349). Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_32. Disponível no Repositório UPT, http://hdl.handle.net/11328/3733
http://hdl.handle.net/11328/3733
Cayolla R., Loureiro S., & Reis J.L. (2020). Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?. In: Rocha Á., Reis J., Peter M., & Bogdanović Z. (eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167, (pp.341-349). Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_32. Disponível no Repositório UPT, http://hdl.handle.net/11328/3733
http://hdl.handle.net/11328/3733
https://doi.org/10.1007/978-981-15-1564-4_32
identifier_str_mv Cayolla R., Loureiro S., & Reis J.L. (2020). Fournier (BRQ) Versus Rusbult (IM): Is Love Really Important in Consumer-Brand Relationship?. In: Rocha Á., Reis J., Peter M., & Bogdanović Z. (eds.), Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, 167, (pp.341-349). Springer, Singapore. https://doi.org/10.1007/978-981-15-1564-4_32. Disponível no Repositório UPT, http://hdl.handle.net/11328/3733
url http://hdl.handle.net/11328/3733
https://doi.org/10.1007/978-981-15-1564-4_32
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 978-981-15-1563-7 (Print)
978-981-15-1564-4 (Online)
dc.rights.driver.fl_str_mv info:eu-repo/semantics/restrictedAccess
info:eu-repo/semantics/openAccess
eu_rights_str_mv restrictedAccess
openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Springer
publisher.none.fl_str_mv Springer
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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