What is the Role of Memory in Consumer–Brand Relationship? Insight from sport industry

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dc.contributor.authorLoureiro, Sandra
dc.contributor.authorCayolla, Ricardo
dc.date.accessioned2021-10-20T09:35:53Z
dc.date.available2021-10-20T09:35:53Z
dc.date.issued2021-08-23
dc.description.abstractWe 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.pt_PT
dc.identifier.citationCayolla, 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/11328/3730pt_PT
dc.identifier.doihttps://doi.org/10.1177/09732586211034929pt_PT
dc.identifier.issn0973-2586 (Print)
dc.identifier.issn0973-2594 (Electronic)
dc.identifier.urihttp://hdl.handle.net/11328/3730
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSAGEpt_PT
dc.rightsrestricted accesspt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectMemorypt_PT
dc.subjectConsumer neurosciencept_PT
dc.subjectNegativity effectpt_PT
dc.subjectBrand lovept_PT
dc.subjectFan identitypt_PT
dc.titleWhat is the Role of Memory in Consumer–Brand Relationship? Insight from sport industrypt_PT
dc.typejournal articlept_PT
degois.publication.firstPage1pt_PT
degois.publication.lastPage9pt_PT
degois.publication.titleJournal of Creative Communicationspt_PT
dspace.entity.typePublicationen
person.affiliation.nameUniversidade Portucalense Infante D. Henrique
person.familyNameCayolla
person.givenNameRicardo
person.identifier.ciencia-idD311-D822-C19A
person.identifier.orcid0000-0003-4015-7363
person.identifier.ridAAL-6739-2020
person.identifier.scopus-author-id56120166100
relation.isAuthorOfPublication99055104-5441-4d13-9368-2e06bb43e870
relation.isAuthorOfPublication.latestForDiscovery99055104-5441-4d13-9368-2e06bb43e870

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