What is it about?

Brand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty. By positioning brand love from a developmental perspective that distinguishes different brand love scenarios based on initial commitment, self-brand congruence and trajectory evolution, we address ongoing debates and advance conceptualisations to achieve a comprehensive and coherent understanding of brand love.

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Why is it important?

This paper assessed the present state of research and expanded upon available conceptual understandings of brand love. From a conceptual standpoint, we advocated a dynamic view of brand love incorporating the three dominant theoretical lenses. Importantly, we advocate a developmental trajectory approach to brand love. We argue that brand love should not be viewed as static but rather as continually evolving, incorporating each and every encounter and new brand-related experience that may alter the future course of the consumer-brand relationship.

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This page is a summary of: ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love, Journal of Marketing Management, January 2019, Taylor & Francis,
DOI: 10.1080/0267257x.2019.1572025.
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