Fostering brand love in Facebook brand pages

Palazon, M; Delgado-Ballester, E; Sicilia, M

Delgado-Ballester, E (reprint author), Univ Murcia, Sch Business & Econ, Dept Mkt, Murcia, Spain.

ONLINE INFORMATION REVIEW, 2019; 43 (5): 710

Abstract

Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends......

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