Brand love and its comprehensive conceptual framework

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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Photo by Bart LaRue on Unsplash

Photo by Bart LaRue on Unsplash

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.