Startseite Wirtschaftswissenschaften From Love to Loyalty: The Role of Brand Compassion in Brand Relationships Among Fashion Consumers
Artikel
Lizenziert
Nicht lizenziert Erfordert eine Authentifizierung

From Love to Loyalty: The Role of Brand Compassion in Brand Relationships Among Fashion Consumers

  • Khalid Hussain ORCID logo , Marc Fetscherin , Muhammad Junaid EMAIL logo und Moazzam Ali
Veröffentlicht/Copyright: 10. September 2025
Review of Marketing Science
Aus der Zeitschrift Review of Marketing Science

Abstract

This study introduces brand compassion as a pivotal construct that drives consumers’ prosocial behavior towards brands. By drawing insights from psychology, sociology, and management, brand compassion is conceptualized as a moral framework that reflects a deep commitment to caring for a brand, characterized by consumers’ willingness to support and protect it. This study examines brand compassion’s relationship with established constructs – namely brand love, brand attachment, and brand loyalty – to expand and deepen brand relationship theory. Data was collected from a sample of 243 young fashion consumers through a structured questionnaire. Reliability and validity were established using exploratory and confirmatory factor analyses. Hypotheses were tested using structural equation modeling with Mplus 8.3. Results reveal that brand compassion is a distinct construct within the brand relationships research, comprising of three defining attributes: (i) emotional connection, (ii) morality, and (iii) protective action. These elements collectively influence consumers’ prosocial behavior toward brands. Findings also confirm that brand compassion is influenced by brand love and brand attachment and leads to brand loyalty, clarifying its integral role within brand relationship constructs. This study is the first to introduce brand compassion as a novel construct and offers valuable insights for brand and marketing managers.


Corresponding author: Muhammad Junaid, Asian Institute of Technology, Khlong Nueng, Thailand and University College, Korea University, Seoul, Korea, E-mail:

References

Ahmad, Sohail, Li Liang, Ahmad Iqbal, and Irshad Hussain Sarki. 2024. “Authenticity as a Strategic Weapon: Navigating the Social Media Battlefield to Enhance Brand Loyalty.” Review of Marketing Science 22 (1): 133–67. https://doi.org/10.1515/roms-2023-0118.Suche in Google Scholar

Amani, David. 2023. “Love Thinketh No Evil: Mediation Role of Brand Love on Consumer Religiosity and Consumer Forgiveness in Tanzanian Islamic Banking.” Journal of Islamic Marketing 15 (4): 1035–53. https://doi.org/10.1108/jima-07-2023-0211.Suche in Google Scholar

Antonetti, Paolo, and Stan Maklan. 2017. “Concerned Protesters: From Compassion to Retaliation.” European Journal of Marketing 51 (5–6): 983–1010. https://doi.org/10.1108/ejm-03-2016-0145.Suche in Google Scholar

Bader, Daniel. 2016. “No Lasting Damage: Samsung Users Stay Loyal after Note 7 Recall.” Android Central 2016.Suche in Google Scholar

Bagozzi, Richard P., Rajeev Batra, and Aaron Ahuvia. 2017. “Brand Love: Development and Validation of a Practical Scale.” Marketing Letters 28 (1): 1–14. https://doi.org/10.1007/s11002-016-9406-1.Suche in Google Scholar

Balushi, Maha Al, Mirza Mohammad Didarul Alam, and Adam Mohamed Ali Fadlalla. 2023. “Factors Predicting Young Consumers’ Purchase Intention of Non-Deceptive Counterfeit: Evidence from Gulf Countries.” Journal of Islamic Marketing 15 (3): 819–41. https://doi.org/10.1108/jima-12-2022-0332.Suche in Google Scholar

Batra, Rajeev, Aaron Ahuvia, and Richard P. Bagozzi. 2012. “Brand Love.” Journal of Marketing 76 (2): 1–16. https://doi.org/10.1509/jm.09.0339.Suche in Google Scholar

Batson, C. Daniel, and Laura L. Shaw. 1991. “Evidence for Altruism: Toward a Pluralism of Prosocial Motives.” Psychological Inquiry 2 (2): 107–22.10.1207/s15327965pli0202_1Suche in Google Scholar

Becerra, Enrique P., and Vishag Badrinarayanan. 2013. “The Influence of Brand Trust and Brand Identification on Brand Evangelism.” The Journal of Product and Brand Management 22 (5): 371–83.10.1108/JPBM-09-2013-0394Suche in Google Scholar

Bıçakcıoğlu, Nilay, İlayda İpek, and Gül Bayraktaroğlu. 2018. “Antecedents and Outcomes of Brand Love: The Mediating Role of Brand Loyalty.” Journal of Marketing Communications 24 (8): 863–77. https://doi.org/10.1080/13527266.2016.1244108.Suche in Google Scholar

Cameron, C. Daryl, and B. Keith Payne. 2012. “The Cost of Callousness: Regulating Compassion Influences the Moral Self-Concept.” Psychological Science 23 (3): 225–9. https://doi.org/10.1177/0956797611430334.Suche in Google Scholar

Carroll, Barbara A., and Aaron C. Ahuvia. 2006. “Some Antecedents and Outcomes of Brand Love.” Marketing Letters 17: 79–89. https://doi.org/10.1007/s11002-006-4219-2.Suche in Google Scholar

Dalman, M. Deniz, Mari W. Buche, and Junhong Min. 2019. “The Differential Influence of Identification on Ethical Judgment: The Role of Brand Love.” Journal of Business Ethics 158: 875–91. https://doi.org/10.1007/s10551-017-3774-1.Suche in Google Scholar

Deniz, Mehmet Engin, and Hacer Yıldırım Kurtuluş. 2023. “Self-Efficacy, Self-Love, and Fear of Compassion Mediate the Effect of Attachment Styles on Life Satisfaction: A Serial Mediation Analysis.” Psychological Reports 128 (2): 457–82. https://doi.org/10.1177/00332941231156809.Suche in Google Scholar

Dutton, Jane E., Monica C. Worline, Peter J. Frost, and Lilius. Jacoba. 2006. “Explaining Compassion Organizing.” Administrative Science Quarterly 51 (1): 59–96. https://doi.org/10.2189/asqu.51.1.59.Suche in Google Scholar

Ekman, Paul. 2004. “Emotions Revealed.” Bmj 328 (Suppl S5): 405184. https://doi.org/10.1136/sbmj.0405184.Suche in Google Scholar

Fabrigar, Leandre R., Duane T. Wegener, and Richard E. Petty. 2020. “A Validity-Based Framework for Understanding Replication in Psychology.” Personality and Social Psychology Review 24 (4): 316–44. https://doi.org/10.1177/1088868320931366.Suche in Google Scholar

Fetscherin, Marc, and Alexandra Sampedro. 2019. ““Brand Forgiveness.” Edited by Sampedro Alexandra.” The Journal of Product and Brand Management 28 (5): 633–52. https://doi.org/10.1108/jpbm-04-2018-1845.Suche in Google Scholar

Filho, Cid Gonçalves, Kip Kiefer, Marc Fetscherin, Alexander Blandina, Marcelo Nacif Rocha, and Plínio Rafael Reis Monteiro. 2023. “The Effects of Brand Relationships on Justice Perceptions in Service Recovery.” Journal of Consumer Marketing 40 (3): 315–27. https://doi.org/10.1108/jcm-06-2020-3904.Suche in Google Scholar

Folse, Judith Anne Garretson, Scot Burton, and Richard G. Netemeyer. 2013. “Defending Brands: Effects of Alignment of Spokescharacter Personality Traits and Corporate Transgressions on Brand Trust and Attitudes.” Journal of Advertising 42 (4): 331–42. https://doi.org/10.1080/00913367.2013.795124.Suche in Google Scholar

Fournier, Susan. 1998. “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Consumer Research 24 (4): 343–73. https://doi.org/10.1086/209515.Suche in Google Scholar

Fraser, Ashley M., Chelom E. Leavitt, Jeremy B. Yorgason, and Amber A. Price. 2023. “Feeling it’: Links between Elements of Compassion and Sexual Well-Being.” Frontiers in Psychology 13: 017384. https://doi.org/10.3389/fpsyg.2022.1017384.Suche in Google Scholar

Gabrielli, Veronica, Ilaria Baghi, and Vanni Codeluppi. 2013. ““Consumption Practices of Fast Fashion Products: A Consumer-Based Approach.” Edited by Liz Barnes and Gaynor Lea-Greenwood.” Journal of Fashion Marketing and Management: International Journal 17 (2): 206–24. https://doi.org/10.1108/jfmm-10-2011-0076.Suche in Google Scholar

Goetz, Jennifer L., Dacher Keltner, and Emiliana Simon-Thomas. 2010. “Compassion: An Evolutionary Analysis and Empirical Review.” Psychological Bulletin 136 (3): 351–74. https://doi.org/10.1037/a0018807.Suche in Google Scholar

Guettou, Intissar. 2017. “Samsung S8: 90% of Customers Remain Loyal to the Brand Despite the Note 7 Crisis.” https://www.prnewswire.com/.Suche in Google Scholar

Hair, Joseph, William Black, Barry Babin, and Rolph Anderson. 2010. Multivariate Data Analysis: A Global Perspective. Multivariate Data Analysis: A Global Perspective, 7th ed. Vol. 7th. Upper Saddle River: Pearson Prentice Hall.Suche in Google Scholar

Han, Seunghee, Jennifer S. Lerner, and Dacher Keltner. 2007. “Feelings and Consumer Decision Making: The Appraisal-Tendency Framework.” Journal of Consumer Psychology 17 (3): 158–68.10.1016/S1057-7408(07)70023-2Suche in Google Scholar

Hegner, Sabrina M., Marc Fetscherin, and Marianne van Delzen. 2017. “Determinants and Outcomes of Brand Hate.” The Journal of Product and Brand Management 26 (1): 13–25. https://doi.org/10.1108/jpbm-01-2016-1070.Suche in Google Scholar

Henseler, Jörg, Christian M. Ringle, and Marko Sarstedt. 2015. “A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling.” Journal of the Academy of Marketing Science 43 (1): 115–35. https://doi.org/10.1007/s11747-014-0403-8.Suche in Google Scholar

Hollebeek, Linda D., Rajendra K. Srivastava, and Tom Chen. 2019. “S-D Logic–Informed Customer Engagement: Integrative Framework, Revised Fundamental Propositions, and Application to CRM.” Journal of the Academy of Marketing Science 47 (1): 161–85. https://doi.org/10.1007/s11747-016-0494-5.Suche in Google Scholar

Hossain, Syed Far Abid, Mohammad Nurunnabi, Khalid Hussain, Swapan Kumar Saha, and Shuyan Wang. 2019. “Effects of Variety-Seeking Intention by Mobile Phone Usage on University Students’ Academic Performance.” Cogent Education 6 (1): 1574692. https://doi.org/10.1080/2331186x.2019.1574692.Suche in Google Scholar

Hume, Margee. 2010. “Compassion without Action: Examining the Young Consumers Consumption and Attitude to Sustainable Consumption.” Journal of World Business 45 (4): 385–94. https://doi.org/10.1016/j.jwb.2009.08.007.Suche in Google Scholar

Hussain, Khalid, Asma Afzaal, Maha Khamis Al Balushi, and Muhammad Junaid. 2025. “Breaking the Mold: How Customer Perceived Innovativeness Sets Restaurants Apart.” Kybernetes 54 (1): 371–90. https://doi.org/10.1108/k-05-2023-0779.Suche in Google Scholar

Hussain, Khalil, Muhammad Shahzeb Fayyaz, Amjad Shamim, Amir Zaib Abbasi, Jawed Malik Sana, and Farrukh Abid Muhammad. 2024. “Attitude, Repurchase Intention and Brand Loyalty toward Halal Cosmetics.” Journal of Islamic Marketing 15 (2): 293–313. https://doi.org/10.1108/jima-08-2022-0210.Suche in Google Scholar

Hussain, Khalid, Fengjie Jing, Muhammad Junaid, Farasat Ali Shah Bukhari, and Huayu Shi. 2019. “The Dynamic Outcomes of Service Quality: A Longitudinal Investigation.” Journal of Service Theory and Practice 29 (4): 513–36. https://doi.org/10.1108/jstp-03-2019-0067.Suche in Google Scholar

Hussain, Khalid, Fengjie Jing, Muhammad Junaid, Qamar Uz Zaman, and Huayu Shi. 2021. “The Role of Co-creation Experience in Engaging Customers with Service Brands.” The Journal of Product and Brand Management 30 (1): 12–27. https://doi.org/10.1108/jpbm-08-2019-2537.Suche in Google Scholar

Hussain, Khalid, Muhammad Junaid, Muzhar Javed, Moazzam Ali, and Asif Iqbal. 2022. “Consumer Wisdom: A Mindful Connection between Healthy Food Advertising and Obesity Prevention.” European Journal of Marketing 56 (11): 3032–53. https://doi.org/10.1108/ejm-08-2021-0645.Suche in Google Scholar

Islam, Jamid Ul, Linda D. Hollebeek, Zillur Rahman, Imran Khan, and Aaleya Rasool. 2019. “Customer Engagement in the Service Context: An Empirical Investigation of the Construct, its Antecedents and Consequences.” Journal of Retailing and Consumer Services 50: 277–85. https://doi.org/10.1016/j.jretconser.2019.05.018.Suche in Google Scholar

Ismail, Ismail Juma. 2022. “When Love Leads the Way! Conceptualizing Triangular Theory of Love and Expectations-Confirmation Theory in Islamic Banking.” Journal of Islamic Marketing 14 (11): 2887–906. https://doi.org/10.1108/jima-03-2022-0089.Suche in Google Scholar

Jakobsen, Michael, Verner Worm, and Sven Horak. 2023. “Compassion in the International Business Studies–Prospects for Future Research.” Critical Perspectives on International Business 19 (5): 594–613. https://doi.org/10.1108/cpoib-01-2021-0012.Suche in Google Scholar

Janmohamed, Shelina. 2016. Generation M: Young Muslims Changing the World. Bloomsbury Publishing.10.5040/9781350986589Suche in Google Scholar

Junaid, Muhammad, B. Abdul Hamid Abu, Noor I. binti Ya’akub, Umair Akram, and Khalid Hussain. 2024. “Destination Love and Addiction: Insights from Positive Addiction Theory.” Journal of Vacation Marketing: 13567667241249179. https://doi.org/10.1177/13567667241249179.Suche in Google Scholar

Junaid, Muhammad, Fujun Hou, Khalid Hussain, and Ashiq Kirmani Ali. 2019. “Brand Love: The Emotional Bridge between Experience and Engagement, Generation-M Perspective.” The Journal of Product and Brand Management 28 (2): 200–15. https://doi.org/10.1108/jpbm-04-2018-1852.Suche in Google Scholar

Junaid, Muhammad, Khalid Hussain, Basit Abdul, and Fujun Hou. 2020. “Nature of Brand Love: Examining its Variable Effect on Engagement and Well-Being.” Journal of Brand Management 27 (3): 284–99. https://doi.org/10.1057/s41262-019-00179-1.Suche in Google Scholar

Jung, Jaesuk, Sang Jin Kim, and Kyung Hoon Kim. 2020. “Sustainable Marketing Activities of Traditional Fashion Market and Brand Loyalty.” Journal of Business Research 120: 294–301. https://doi.org/10.1016/j.jbusres.2020.04.019.Suche in Google Scholar

Khamitov, Mansur, Yany Grégoire, and Anshu Suri. 2020. “A Systematic Review of Brand Transgression, Service Failure Recovery and Product-Harm Crisis: Integration and Guiding Insights.” Journal of the Academy of Marketing Science 48 (3): 519–42. https://doi.org/10.1007/s11747-019-00679-1.Suche in Google Scholar

Khamitov, Mansur, Xin (Shane) Wang, and Matthew Thomson. 2019. “How Well Do Consumer-Brand Relationships Drive Customer Brand Loyalty? Generalizations from a Meta-Analysis of Brand Relationship Elasticities.” Journal of Consumer Research 46 (3). https://doi.org/10.1093/jcr/ucz006.Suche in Google Scholar

Ko, Sung-Hoon, Yongjun Choi, and Jongsung Kim. 2021. “Customers’ Experiences of Compassion and Brand Attitude: Evidence from Low-Cost Carriers.” Frontiers in Psychology 12: 687155. https://doi.org/10.3389/fpsyg.2021.687155.Suche in Google Scholar

Levy, Michael, and Dhruv Grewal. 2023. Retail Management. McGraw-Hill.Suche in Google Scholar

Lilius, Jacoba M., Monica C. Worline, Sally Maitlis, Jason Kanov, Jane E. Dutton, and Peter Frost. 2008. “The Contours and Consequences of Compassion at Work.” Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior 29 (2): 193–218. https://doi.org/10.1002/job.508.Suche in Google Scholar

Lindsay, Emily K., and J. David Creswell. 2014. “Helping the Self Help Others: Self-Affirmation Increases Self-Compassion and Pro-social Behaviors.” Frontiers in Psychology 5: 421. https://doi.org/10.3389/fpsyg.2014.00421.Suche in Google Scholar

Luchs, Michael Gerhard, and David Glen Mick. 2018. “Consumer Wisdom: A Theoretical Framework of Five Integrated Facets.” Journal of Consumer Psychology 28 (3): 365–92. https://doi.org/10.1002/jcpy.1037.Suche in Google Scholar

Ma, Jianfeng, Hongwei Tu, Xing Zhou, and Wanjie Niu. 2023. “Can Brand Anthropomorphism Trigger Emotional Brand Attachment?” Service Industries Journal 43 (7–8): 555–78. https://doi.org/10.1080/02642069.2021.2012163.Suche in Google Scholar

MacInnis, Deborah J., and Valerie S. Folkes. 2017. “Humanizing Brands: When Brands Seem to Be like Me, Part of Me, and in a Relationship with Me.” Journal of Consumer Psychology 27 (3): 355–74. https://doi.org/10.1016/j.jcps.2016.12.003.Suche in Google Scholar

MacKenzie, Scott B., Philip M. Podsakoff, and Nathan P. Podsakoff. 2011. “Construct Measurement and Validation Procedures in MIS and Behavioral Research: Integrating New and Existing Techniques.” MIS Quarterly: Management Information Systems 35 (2): 293–334. https://doi.org/10.2307/23044045.Suche in Google Scholar

Malhotra, Naresh, Dan Nunan, and David Birks. 2017. Marketing Research: An Applied Approach. Pearson.10.4324/9781315088754Suche in Google Scholar

Mikulincer, Mario, Omri Gillath, Vered Halevy, Neta Avihou, Shelly Avidan, and Nitzan Eshkoli. 2001. “Attachment Theory and Reactions to Others’ Needs: Evidence that Activiation of the Sense of Attachment Security Promotes Empathic Responses.” Journal of Personality and Social Psychology 81 (6): 1205. https://doi.org/10.1037/0022-3514.81.6.1205.Suche in Google Scholar

Mrad, Mona. 2018. “Brand Addiction Conceptual Development.” Qualitative Market Research 21 (1): 18–38. https://doi.org/10.1108/qmr-06-2016-0050.Suche in Google Scholar

Nussbaum, Martha. 1996. “Compassion: The Basic Social Emotion.” Social Philosophy and Policy 13 (1): 27–57. https://doi.org/10.1017/s0265052500001515.Suche in Google Scholar

Opdebeeck, Hendrik, and André Habisch. 2011. “Compassion: Chinese and Western Perspectives on Practical Wisdom in Management.” The Journal of Management Development 30 (7): 778–88. https://doi.org/10.1108/02621711111150272.Suche in Google Scholar

Oveis, Christopher, E. J. Horberg, and Dacher Keltner. 2010. “Compassion, Pride, and Social Intuitions of Self-Other Similarity.” Journal of Personality and Social Psychology 98 (4): 618–30. https://doi.org/10.1037/a0017628.Suche in Google Scholar

Podsakoff, Philip M., Scott B. MacKenzie, Jeong Yeon Lee, and Nathan P. Podsakoff. 2003. “Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies.” Journal of Applied Psychology 88 (5): 879–903. https://doi.org/10.1037/0021-9010.88.5.879.Suche in Google Scholar

Pommier, Elizabeth, Kristin D. Neff, and István Tóth-Király. 2020. “The Development and Validation of the Compassion Scale.” Assessment 27 (1): 21–39. https://doi.org/10.1177/1073191119874108.Suche in Google Scholar

Quezado, Tarcia Camily Cavalcante, Nuno Fortes, and William Quezado Figueiredo Cavalcante. 2022. “The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude.” Sustainability 14 (5): 2962. https://doi.org/10.3390/su14052962.Suche in Google Scholar

Rauschnabel, Philipp A., Verena Hüttl-Maack, Aaron C. Ahuvia, and Katrin E. Schein. 2024. “Augmented Reality Marketing and Consumer‒brand Relationships: How Closeness Drives Brand Love.” Psychology and Marketing 41 (4): 819–37. https://doi.org/10.1002/mar.21953.Suche in Google Scholar

Seppala, Emma. 2015. “Why Compassion Is a Better Managerial Tactic Than Toughness.” Harvard Business Review 7.Suche in Google Scholar

Sinha, Jayati, and Fang-Chi Lu. 2016. “I’ Value Justice, but ‘We’ Value Relationships: Self-Construal Effects on Post-Transgression Consumer Forgiveness.” Journal of Consumer Psychology 26 (2): 265–74. https://doi.org/10.1016/j.jcps.2015.06.002.Suche in Google Scholar

Staton, Mark, Neeru Paharia, and Christopher Oveis. 2012. “Emotional Marketing: How Pride and Compassion Impact Preferences for Underdog and Top Dog Brands.” Advances in Consumer Research 40: 1045–6.Suche in Google Scholar

Strauss, C., B. Lever Taylor, J. Gu, W. Kuyken, R. Baer, F. Jones, and K. Cavanagh. 2016. “What is compassion and how can we measure it? A review of definitions and measures.” Clinical Psychology Review 47: 15–27, https://doi.org/10.1016/j.cpr.2016.05.004.Suche in Google Scholar

Tien, Nguyen Hoang, Le Doan Minh Duc, Minh Ngoc Nguyen, and Minh Hieu Vu. 2022. “Impact of Accreditation Policy on Quality Assurance Activities of Public and Private Universities in Vietnam.” International Journal of Public Sector Performance Management 1 (1). https://doi.org/10.1504/ijpspm.2022.10052573.Suche in Google Scholar

Vahdat, Arash, Hanieh Hafezniya, Younis Jabarzadeh, and Thaichon Park. 2020. “Emotional Brand Attachment and Attitude toward Brand Extension.” Services Marketing Quarterly 41 (3): 236–55. https://doi.org/10.1080/15332969.2020.1786245.Suche in Google Scholar

Vlachos, Pavlos A. 2012. “Corporate Social Performance and Consumer-Retailer Emotional Attachment: The Moderating Role of Individual Traits.” European Journal of Marketing 46 (11): 1559–80. https://doi.org/10.1108/03090561211259989.Suche in Google Scholar

Vlachos, Pavlos A., Aristeidis Theotokis, Katerina Pramatari, and Adam Vrechopoulos. 2010. “Consumer-Retailer Emotional Attachment: Some Antecedents and the Moderating Role of Attachment Anxiety.” European Journal of Marketing 44 (9): 1478–99. https://doi.org/10.1108/03090561011062934.Suche in Google Scholar

Yeoh, Melanie, and Angela Paladino. 2013. “Prestige and Environmental Behaviors: Does Branding Matter?” Journal of Brand Management 20 (4): 333–49. https://doi.org/10.1057/bm.2012.27.Suche in Google Scholar

Yi, Youjae, and Hoseong Jeon. 2003. “Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty.” Journal of the Academy of Marketing Science 31 (3): 229–40. https://doi.org/10.1177/0092070303031003002.Suche in Google Scholar

Yoo, Boonghee, Naveen Donthu, and Sungho Lee. 2000. “An Examination of Selected Marketing Mix Elements and Brand Equity.” Journal of the Academy of Marketing Science 28 (2): 195–211. https://doi.org/10.1177/0092070300282002.Suche in Google Scholar

Zhang, Hui, and Honggang Xu. 2024. “Good Match, Deep Love: Three Studies Examining the Celebrity Endorsement’s Influence on Destination Brand Love.” Journal of Travel Research 63 (3): 565–87. https://doi.org/10.1177/00472875231164968.Suche in Google Scholar

Zhang, Ya, Jing Zhang, and Kongkidakarn Sakulsinlapakorn. 2020. “Love Becomes Hate? or Love Is Blind? Moderating Effects of Brand Love upon Consumers’ Retaliation towards Brand Failure.” Journal of Product and Brand Management 30 (3): 415–32. https://doi.org/10.1108/jpbm-07-2019-2470.Suche in Google Scholar

Received: 2025-03-11
Accepted: 2025-08-22
Published Online: 2025-09-10

© 2025 Walter de Gruyter GmbH, Berlin/Boston

Heruntergeladen am 17.1.2026 von https://www.degruyterbrill.com/document/doi/10.1515/roms-2025-0036/pdf
Button zum nach oben scrollen