August 2023
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... CBBE has been described as being tri-dimensional (Yoo and Donthu, 2001): brand loyalty ("the attachment that a customer has to a brand") (Aaker, 1991, p. 39); brand awareness and brand association (understood as the ability to remember or recognise a brand) (Aaker, 1991); and perceived quality (understood as the judgement a consumer makes about a product) (Zeithaml, 1988). According to recent studies (Sarker et al., 2023;Singh et al., 2020;, CBBE can influence consumers' evaluations, expectations, perceptions, attitudes and behaviours, for example, brand love (Coelho et al., 2019). Therefore, if CBBE can influence brand love, it can also influence brand hate. ...
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August 2023