The cost of love: Does fostering "brand love" trump a company's bottom line?

Don Edward Schultz*

*Corresponding author for this work

Research output: Contribution to journalArticle

Original languageEnglish (US)
Pages (from-to)14-15
Number of pages2
JournalMarketing Research
Volume26
Issue number5
StatePublished - Jan 1 2014

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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