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‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love

Author

Listed:
  • Narissara Palusuk

    (ESC [Rennes] - ESC Rennes School of Business)

  • Bernadett Koles

    (ESC [Rennes] - ESC Rennes School of Business)

  • Rajibul Hasan

    (ESC [Rennes] - ESC Rennes School of Business)

Abstract

Brand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty. Despite its relevance, few studies explore brand love per se, and existing conceptualisations remain sporadic and fragmented. The purpose of the current paper is to critically assess available work on brand love, reviewing conceptualisations, measurements and key proximal constructs. Expanding upon and synthesising earlier work and conceptualisations, we develop and propose a comprehensive conceptual framework for brand love that is innovative for the following reasons. In particular, our model takes a developmental rather than a snapshot approach to capture brand love trajectories as a function of their onset and evolution; incorporates key frameworks and as such builds on interpersonal, parasocial and experiential theories; and acknowledges the important role of brand hate. Managerial implications and future research directions are discussed.

Suggested Citation

  • Narissara Palusuk & Bernadett Koles & Rajibul Hasan, 2019. "‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love," Post-Print hal-02014627, HAL.
    • Handle: RePEc:hal:journl:hal-02014627
    DOI: 10.1080/0267257X.2019.1572025
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    Citations

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    Cited by:

    1. Muhammad Junaid & Khalid Hussain & Abdul Basit & Fujun Hou, 2020. "Nature of brand love: examining its variable effect on engagement and well-being," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 284-299, May.
    2. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    3. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    4. Moussa, Salim, 2021. "Is it really brand love? A cautionary note on Nguyen and Feng’s study," OSF Preprints zmx7e, Center for Open Science.
    5. Christopher J. White & Eudora Tong & Michael Schwartz, 2020. "From brands to classical music: Broadening and deepening a brand love prototype," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 227-236, March.
    6. Huifeng Pan & Hong-Youl Ha, 2021. "An Empirical Test of Brand Love and Brand Loyalty for Restaurants during the COVID-19 Era: A Moderated Moderation Approach," Sustainability, MDPI, vol. 13(17), pages 1-18, September.
    7. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.

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