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July 19, 2011Journal of Product & Brand Management170 citations

Brand romance: a complementary approach to explain emotional attachment toward brands

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HPHemant PatwardhanWinthrop UniversitySBSiva K. BalasubramanianIllinois Institute of Technology

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Patwardhan et al. (2011) studied this question.

synapsesocial.com/papers/6a11db3045487b7639a5738ehttps://doi.org/10.1108/10610421111148315
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