Work

Romantic Brand Love in the Luxury Hotel Sector

Year: 2019

Type: article

Abstract: When I fall in love…. it will be forever.' It's one of the best-known lines in the Great American Song Book, but romantic love is now an increasingly familiar concept in marketing. It's said that people can form a deep and meaningful emotional connection with their favorite brands, just as they can with a life partner. New research from Rosen College of Hospitality Management's Dr. Juhee Kang looks at what this means for luxury hotels and what they can do to stay in tune with modern consumers.

Source: Journal of International Crisis and Risk Communication Research

Author: Juhee Kang

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W3011133190

FWCI:

Cites: 2

Cited by:

Related to: 10