Paper Title :Investigating the Relationship Between Brand Love and Electronic Word-of-Mouth Through Brand Resonance from the Luxury Fashion Sector in Egypt

Author :Dalia Talal, Ahmed Y.Ebeid, Mohamed Hani, Wefkielemam

Article Citation :Dalia Talal ,Ahmed Y.Ebeid ,Mohamed Hani ,Wefkielemam , (2023 ) " Investigating the Relationship Between Brand Love and Electronic Word-of-Mouth Through Brand Resonance from the Luxury Fashion Sector in Egypt " , International Journal of Management and Applied Science (IJMAS) , pp. 77-81, Volume-9,Issue-2

Abstract : Marketing literature has shown a great interest in studying the emotional relationships between consumers and brands [47]. Customer satisfaction was the main goal for marketers and practitioners for a long time [17]. Research has shown that customer satisfaction alone isn't enough to maintain a long emotional relationship with brands [18]. Now, marketing managers strive to establish deep relationships between consumers and their brands [34]. Thus, customer satisfaction is not the only effective factor in the competitive climate, so managers should develop smart tactics to achieve customer retention to succeed in the sector [23] [60]. Therefore, building a strong brand-customer relationship is a primary goal for academics and practitioners. In this regard, our study investigates the brief discussion on brand love, brand resonance, and eWOM in the luxury fashion industry. Keywords - Brand Love, Brand Resonance, Electronic Word of Mouth

Type : Research paper

Published : Volume-9,Issue-2

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