Scale Development of the Lovemark Experience for Fashion Brands
Date
2009-01-01
Authors
Cho, Eunjoo
Fiore, Ann Marie
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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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article
Comments
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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Thu Jan 01 00:00:00 UTC 2009