Please use this identifier to cite or link to this item: http://hdl.handle.net/11328/3730
Title: What is the Role of Memory in Consumer–Brand Relationship? Insight from sport industry
Authors: Cayolla, Ricardo
Loureiro, Sandra
Keywords: Memory
Consumer neuroscience
Negativity effect
Brand love
Fan identity
Issue Date: 23-Aug-2021
Publisher: SAGE
Citation: Cayolla, R., & Loureiro, S. M. C. (2021). What is the Role of Memory in Consumer-Brand Relationship? Insight from sport industry. Journal of Creative Communications, 1-9. 10.1177/09732586211034929. Disponível no Repositório UPT, http://hdl.handle.net/11328/3730
Abstract: We live in a time when symbolism is of enormous priority. Memories are a particularly important part of the construction of individual identity and the subsequent relationships established, personal and with the loved brands. Previous research in psychology and neurosciences on negativity effect claims that negative events have more impact than positive ones. In an emotional context like the sports industry, being a fan has implications at all levels: psychological, mental and behavioural. Deepening the theme of memory from a psychological perspective, the present study theorises about the hypothesis of positivity effect in memory in the behaviour of sport fans in consumer neuroscience studies. Theoretical contribution and managerial suggestions are presented, in addition, as direction for further research.
URI: http://hdl.handle.net/11328/3730
ISSN: 0973-2586 (Print)
0973-2594 (Electronic)
Appears in Collections:REMIT – Artigos em Revistas Internacionais / Papers in International Journals

Files in This Item:
File Description SizeFormat 
09732586211034929.pdf1.62 MBAdobe PDFView/Open    Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.