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Exploring the link between brand love and engagement through a qualitative approach

Author

Listed:
  • Mónica Gómez-Suárez
  • Luis Enrique Alonso Benito
  • Sara Campo

Abstract

Notions related to brand attachment have recently received significant attention in academic research under a variety of paradigms. This study gathers different concepts from a literature review and constructs a three-phase process that consists of likeability, love and engagement. Based on information derived from four focus groups, the results obtained from empirical analyses are contrasted with concrete concepts and linkages derived from the literature review. A pattern emerged from this discourse that differs from the results of previous research. First, consumers rarely expressed feelings of love/engagement. Second, consumers' relationships with brands were mainly utilitarian in nature; finally, expressions of deep affection typically referred to aspirational indicators of a dream lifestyle.

Suggested Citation

  • Mónica Gómez-Suárez & Luis Enrique Alonso Benito & Sara Campo, 2016. "Exploring the link between brand love and engagement through a qualitative approach," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 8(4), pages 367-384.
    • Handle: RePEc:ids:ijbenv:v:8:y:2016:i:4:p:367-384
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    Cited by:

    1. Mario Morales-Parragué & Luis Araya-Castillo & Fidel Molina-Luque & Hugo Moraga-Flores, 2022. "Scientometric Analysis of Research on Corporate Social Responsibility," Sustainability, MDPI, vol. 14(4), pages 1-22, February.
    2. Salman Hussain & Jibran Khan & Asadullah Lakho & Abdul Saleem, 2022. "Implementation of Theory of Planned Behavior to Understand Brand love and Its Outcomes," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 152-137, December.
    3. Mónica Gómez-Suárez, 2019. "Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement," Administrative Sciences, MDPI, vol. 9(1), pages 1-16, January.

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