Scale Development of the Lovemark Experience for Fashion Brands

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2009_Fiore_ScaleDevelopment.pdf (1.31 MB)
Date
2009-01-01
Authors
Cho, Eunjoo
 Fiore, Ann Marie
 Fiore, Ann
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Altmetrics
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Fiore, Ann
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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.
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This proceeding is from the 66th Annual Conference of the International Textile and Apparel Association (2009): pp. 1-3. Posted with permission.
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https://dr.lib.iastate.edu/handle/20.500.12876/2206
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Conference Proceedings and Presentations