“…The current study focuses on affective commitment. Affective commitment means the degree to which a customer identifies and is personally involved with a luxury car brand…This research’s intended contribution is to explore the effect of luxury car brand image and personality on relationship quality.”
Posts Tagged ‘luxury’
Type: Insights & Ideas | 1,270 views
The NetBase Passion Brand Index recently surveyed chatter surrounding a selection of luxury champagne brands to measure levels of consumer passion. Though all the brands were clearly liked, none were loved. What would it take for one of these brands to move into Lovemarks territory?