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Service Delight and Brand Love: Its’ Impact on Premium Price and Word-of-Mouth
Pereira, Inês Veiga; Araújo, Joana; Simões, João AbelOrganizations have come to realize that beyond satisfaction, customers desire an emotional attachment with brands, developing true love or hate feelings towards them. Now, can this feeling be visible in the intangibility of the services sector? This research has focused on Brand Love and its’ relationship with customer delight when services are concerned. Three specific dimensions were explored: the physical en...
Data: 2023
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Origem: International Journal of Marketing, Communication and New Media