Viewpoint: One last scuffle before we cherish brand love forever

The extant literature on brand love lacks appraisal of theories and discourse on the conceptualizations of brand love.

Since the concept of brand love was introduced, it has been positively evaluated for its originality and, later, for its profitability (Romaniuk, 2013, 2015). Academic scholars are keen to know more about it, while marketing managers are working to d

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