Publish In |
International Journal of Management and Applied Science (IJMAS)-IJMAS |
Journal Home Volume Issue |
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Issue |
Volume-9,Issue-2 ( Feb, 2023 ) | |||||||||
Paper Title |
Investigating the Relationship Between Brand Love and Electronic Word-of-Mouth Through Brand Resonance from the Luxury Fashion Sector in Egypt | |||||||||
Author Name |
Dalia Talal, Ahmed Y.Ebeid, Mohamed Hani, Wefkielemam | |||||||||
Affilition |
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Pages |
77-81 | |||||||||
Abstract |
Marketing literature has shown a great interest in studying the emotional relationships between consumers and brands [47]. Customer satisfaction was the main goal for marketers and practitioners for a long time [17]. Research has shown that customer satisfaction alone isn't enough to maintain a long emotional relationship with brands [18]. Now, marketing managers strive to establish deep relationships between consumers and their brands [34]. Thus, customer satisfaction is not the only effective factor in the competitive climate, so managers should develop smart tactics to achieve customer retention to succeed in the sector [23] [60]. Therefore, building a strong brand-customer relationship is a primary goal for academics and practitioners. In this regard, our study investigates the brief discussion on brand love, brand resonance, and eWOM in the luxury fashion industry. Keywords - Brand Love, Brand Resonance, Electronic Word of Mouth | |||||||||
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