Scale Development of the Lovemark Experience for Fashion Brands
Scale Development of the Lovemark Experience for Fashion Brands
Date
2009-01-01
Authors
Cho, Eunjoo
Fiore, Ann Marie
Fiore, Ann
Fiore, Ann Marie
Fiore, Ann
Major Professor
Advisor
Committee Member
Journal Title
Journal ISSN
Volume Title
Publisher
Altmetrics
Authors
Fiore, Ann
Person
Research Projects
Organizational Units
Apparel, Events and Hospitality Management
Organizational Unit
Journal Issue
Series
Department
Apparel, Events and Hospitality Management
Abstract
"Lovemarks" theory suggests a company/brand must create a lovemark to build customer loyalty by providing the consumer with three elements of experience: a sense of mystery, sensuality, and intimacy.
Comments
This proceeding is from the 66th Annual Conference of the International Textile and Apparel Association (2009): pp. 1-3. Posted with permission.