Scale Development of the Lovemark Experience for Fashion Brands

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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