Purpose As Generation Y is considered to be a lucrative segment for emerging devices, this
study investigates the effect of emotional brand attachment, from the brand romance …

The high competitiveness of the corporate sector requires a strategic communication
approach to bring brands closer to consumers. In this context, brand communities (BCs) can …

Penelitian ini bertujuan menguji pengaruh kesenangan konsumen, romantisme pada cinta
merek dari produk perawatan tubuh. Penelitian ini menggunakan metode kuantitatif. Sampel …

The significant growth of the fashion industry has made it an appealing sector to explore.
This research aims to investigate how brand pleasure, brand arousal, and brand dominance …

Today, the fast-growing mobile phone industry necessitates marketers to develop strong
customer-brand relationships in order to maintain a loyal customer base and prevent them …

Penelitian ini bertujuan menguji pengaruh kesenangan konsumen, romantisme pada cinta
merek dari produk perawatan tubuh. Penelitian ini menggunakan metode kuantitatif. Sampel …

In a competitive automobile industry where consumers have a wide variety of automobile
brands to choose from, it is imperative for marketers to foster brand loyalty in order to …