Brand love has received increasing attention given its potential to enhance customer
engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies …

Explicating and specifying the origins of brand love, as well as how it affects consumer
behavior, establishes vital insights into how brand managers might reap favorable economic …

This article focuses on a new consumer behavior and marketing concept: brand love. The
primary purpose of the article is to identify the antecedent and consequences of brand love …

Brand love is a recent marketing construct, which has been shown to influence important
marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is …

Brand love is a phenomenon that is experienced by a group of satisfied consumers. The
construct brand love is of great importance to academics and practitioners because a group …

Purpose Brand love is associated with consumer behaviours that are key for organisational
performance. However, research on the antecedents of brand love is sparse. The current …

Purpose This study aims to add to the understanding of the interactive nature of brand love
by using a multilayer perspective that incorporates individual, group and societal contexts …

Batra et al.(Journal of Marketing 76, 1–16, 2012) created a new conceptualization of brand
love but did not develop a pragmatically useful measure for studies where questionnaire …

SUMMARY Starbucks Coffee, Harley-Davidson, and Manolo Blahnik are examples of
brands that manage to create and maintain deeply rooted emotional bonds with their …

Brand love is the most emotionally intense connection between consumers and their brands.
Referring to their interpersonal counterpart, it is assumed that consumer–brand relationships …