Browsing University of Waterloo by Author "Jiang, Kai"
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An Exploration of Destination Brand Love among Theme-Park Based Tourists and Excursionists
Jiang, Kai (University of Waterloo, 2019-02-13)“Love” towards a brand functions as one critical component of customer brand relationships (CBRs) (Fetscherin & Heinrich, 2015; Fournier, 1998). Brand love is an under-researched but increasingly important marketing construct ...