What is it about?
This paper establish a clear distinction and relationship between three hot topics that are attracting interest from both practitioners and researchers in the branding area nowadays: brand attachment, love and engagement. A theoretical model is proposed from litereture and studies available.
Featured Image
Photo by Mayur Gala on Unsplash
Why is it important?
This paper sheds light on three constructs that are relevant to describe customer-brand relationships. It gathers the great variety of studies about the topics and shows with an empirical model how the real border among them might be drawn. Surprisingly, brand love is not a construct itself, but belongs to attachment (through passion) or to engagement (through long-term relationship).
Perspectives
When I approached brand love for the first time I thought it was an appealing and interesting concept. What I have learnt with this paper is that we have to be extremely careful with the "bright" constructs that we build in academia because we invent some artifacts that, in real life, do not exist.
MÓNICA GÓMEZ SUÁREZ
Universidad Autonoma de Madrid
Read the Original
This page is a summary of: Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement, Administrative Sciences, January 2019, MDPI AG,
DOI: 10.3390/admsci9010010.
You can read the full text:
Contributors
The following have contributed to this page
