Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Brand Love for Sports Apparels Among Indians: A Triangular Theory of Love Perspective Subject The topic of the resource Brand Advocacy; Brand Intimacy; Brand Love; Brand Passion; Purchase Intention; Triangular Theory of Love Description An account of the resource This study aims to evaluate the concept of brand love among the Indians in sports apparel industry. Drawing on Sternbergs (1986) triangular theory of love, we propose a three-dimensional brand love model. We further discuss the interrelationship between these variables and provide a theoretical model for explaining the concept using sports apparels. Then, this theoretical model is tested using empirical research undertaken among 327 respondents. These exploratory results indicated that the concept of brand love in India is similar to that of interpersonal love, contradicting the earlier finding in the field of brand love. These contradicting findings were attributed to the cultural differences between Eastern and Western cultures, especially in the field of extended self (Markus &amp; Kitayama, 1991). These findings create the possibility for future research into brand love via the triangular theory of love to understand how the changes in the perceptions of self influence the brand love. 2022 Management Development Institute. Creator An entity primarily responsible for making the resource Thomas T.; Jain D.S. Source A related resource from which the described resource is derived Vision Publisher An entity responsible for making the resource available Sage Publications India Pvt. Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/09722629221105672" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/09722629221105672</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85133317538&amp;doi=10.1177%2F09722629221105672&amp;partnerID=40&amp;md5=60a0d47492a3fa0121585478c9f3d0cc" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85133317538&amp;doi=10.1177%2f09722629221105672&amp;partnerID=40&amp;md5=60a0d47492a3fa0121585478c9f3d0cc</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 9722629 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Thomas T., School of Business and Management, CHRIST (Deemed to be University), Karnataka, Bangalore, India; Jain D.S., School of Business and Management, CHRIST (Deemed to be University), Karnataka, Bangalore, India