Theoretical approximation to the construct brand love


The existing literature on academic studies with a focus on commercial transactions is abundant;but there is a clear tendency to investigate the emotions and relationships of consumers towards commercial brands and their linkage with other variables;such as commitment, trust, satisfaction, loyalty, passion, willingness to use, purchase, repurchase and recommendation of the brand, among others. It presents the background and definitions of brand love, linkage with other variables, measurement and limitations are considered; seeking to understand the phenomenon, which has promoters and detractors among its scholars.


La literatura existente sobre estudios académicos con enfoque hacia las transacciones comerciales es abundante; pero existe una clara tendencia a la investigación de las emociones y relaciones de los consumidores hacia las marcas comerciales y su vinculación con otras variables; tales como compromiso, confianza, satisfacción, lealtad, pasión, disposición al uso, compra, recompra y recomendación de la marca, entre otros. Se plantean los antecedentes y definiciones del amor a la marca, vinculación con otras variables, medición y limitaciones; buscando comprender el fenómeno, el cual cuenta con promotores y detractores entre sus estudiosos.


A literatura existente sobre os estudiosos académicos com enfoque hacia as transacciones comerciales es abundante; a tendência é a investigação das emoções e as relações dos consumidores com as marcas comerciais e suas vinculações com outras variáveis; contos como compromisso, confianza, satisfacción, lealtad, pasión, disposición al uso, compra, recompra y recomendación de la marca, entre otros. Sejam antecedentes e definições do amor à marca, vinculación con otras variáveis, medición y limitaciones; buscando comprender el fenómeno, a cual cuenta con promotores y detactores entre sus estudiosos.


Aaker, J. (1997). Dimensions of Brand Personality. Journal of Marketing Research. 34(3), pp. 347-356

Ahuvia, A. (1993). I Love It! Towards a Unifyig Theory of Love Across Diverse Love Objects. Working Paper #178. University of Michigan

Ahuvia, A. (2005). Beyond the Extended Self: Loved Objects and Consumers´Identity Narratives. Journal of Consumer Research. 32 (June 2005) pp. 171-184

Albert, N. y Merunka, D. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing. 30(3). (pp. 258-266). doi: 10.1108/07363761311328928.

Albert, N., Merunka, D. y Valette-Florence, P. (2007). When consumers love their brand: Exploring the concept and its dimensions. Journal of Business Research. doi: 10.1016/j.busres.2007.09.014.

Albert, N., Merunka, D. y Valette-Florence, P. (2009). The Feeling of Love Toward a Brand: Concept and Measurement. Advances in Consumer Research, 36 (pp.300-307).

Albert, N. y Valette-Florence, P. (2010). Measuring the Love Feeling for a Brand using Interpersonal Love Items. Journal of Marketing Development and Competitiveness, 5(1) (pp.57-63).

Alfaro, M. (2004). Temas claves en marketing relacional. Madrid: McGraw Hill

Aron, A. y Aron, E. (1988). Love and the Expansion of Self: Understanding Attraction and Satisfaction. Contemporary Sociology. 17(2), pp. 268-269

Aron, E. y Aron, A. (1996). Love and expansion of the self: State of the Model. Personal Relationships, 3, pp. 45-58.

Aziziha, H., Faraji, A., Zaharia, M., Hajirasouliha, M. y Mousavi, S. (2014). When consumers love their brands: Exploring the consumers emotional characteristics on purchasing Apple mobile devices. Management Science Letters 4. Pp. 475-478

Bagozzi, R., Gopinath, M. y Nyer, P.(1999). The Role of Emotions in Marketing. Journal of the Academy of Marketing Science. 27(2) pp. 184-206

Batra, R., Ahuvia, A. y Bagozzi, R. (2011). Brand Love. Journal of Marketing. (pp.1-70).

Bauer, H., Heinrich, D. y Albrecht, C. (2009). All you need is love: Assessing consumer´s brand love. American Marketing Association, 17 (pp.252-253).

Belk, R. (1988). Possessions and the extended self. Journal of Consumer Research, 15: 139-168

Bergkvist, L. y Bech-Larsen, T. (2010). Two studies of consequences and actionable antecedents of brand love. Brand Management, 17(7) (pp.504-518).

Berry, L. (2000). Cultivating Service Brand Equity. Journal of the Academy of Marketing Science, 28(1), pp. 128-137

Bigné, E., y Andreu, L. (2004a, julio-agosto). Emociones, satisfacción y lealtad del consumidor en entornos comerciales. Distribución y Consumo, 77-87.

Bigné, E., y Andreu, L. (2004b). Modelo cognitivo-afectivo de la satisfacción en servicios de ocio y turismo. Cuadernos de Economía y Dirección de la Empresa(21), 89-120.

Brinberg, D. y Wood, R. (1983). A Resource Exchange Theory Analysis of Consumer Behavior. Journal of Consumer Research, 10 pp.330-338

Caroll, B. y Ahuvia, A. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17 (pp.79-89). doi: 10.1007/s11002-006-4219-2.

Chaudhy, R., y Mittal, A. (sf). Customer Loyalty Expectations and Measurement: An Exploratory Study. Journal of Management and IT, 99-111.

Chaudhuri, A. y Holbrook, M. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing. 65(April 2011), pp 81-93.

Chaudhuri, A. y Holbrook, M. (2002). Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect. Brand Management. 10(1), pp 33-58

Correia, S., Ruediger, K. y Demetris, V. (2012). Brand Emotional Connection and Loyalty. Journal of Brand Management. 20(1), pp.13-27

Dick, A. y Basú, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science. 22(2), pp. 99-113

Fehr, B. (1988). Prototype Analysis of the Concepts of Love and Commitment. Journal of Personality and Social Psychology. 55(4), pp.557-579

Fetscherin, M. y Conway-Dato-on, M. (2012) en Fournier, S., Breazeale, M. y Fetscherin, M (Eds). Consumer Brand-Relationship: Theory and Practice. Chapter Brand Love: Interpersonal or Parasocial Love Relationships? pp. 151-166. New York: Routledge

Foa, U. y Foa, E. (1974). Societal Structures of the Mind. Springfield: Charles C. Thomas

Fournier, S. (1998). Consumers and their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research. 24 pp. 343-373

Fournier, S. y Yao, J. (1997). Reviving Brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationship. International Journal of Research in Marketing Vol. 14, pp. 451-472

Fournier, S. y Mick, D,. (1999). Rediscovering Satisfaction. Journal of Marketing. 63(4) pp. 5-23

Govers, P. y Mugge, R. (2004). ´I love my Jeep, because it´s tough like me´, The Effect of Product-Personality Congruence on Product Attachment. Proceedings of the Fourth International Conference on design and Emotion, ed. Aren Kurtgözü. Ankara, Turkey

Halloran, T. (2015, February). A Simple Way to Measure How Much Customers Love Your Brand. Harvard Business Review. Recuperado de

Harrison-Walker, J. (2001). The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents. Journal of Service Research 4 (60) pp. 60-75 doi 10.1177/109467050141006

Hwang, J. Y Kandampully, J. (2012). The Role of Emotional Aspects in Younger Consumer-Brand Relationships. Journal of Product & Brand Management. 21(2) pp. 98-108.

Hess, J. (1995). Construction and Assessment of a Scale to Measure Consumer Trust, in Stern, B.B. et al.,(Eds) American Marketing Association, Chicago, Il, Summer, Vol. 6, pp. 20-26

Hendrick, C. y Hendrick, S. (1986). A theory and Method of Love. Journal of Personality & Social Psychology, 50 (Feb), pp. 392-402.

Irissappane, A. y Shankardevi, B. (2015). Influence of Consumers Emotional Characteristics on Brand Love. Pacific Business Review International. 7(11) pp. 76-80

Izard, C. (1977). Human Emotions. New York: Plenum

Kang, A. (2015). Brand Love – Moving Beyond Loyalty. An Empirical Investigation of Perceived Brand Love of Indian Consumer. Arab Economics and Business Journal, 10 (pp.90-101).

Langner, T., Schmidt, J. y Fischer, A. (2015). It is Really Love? A Comparative Investigation of the Emotional nature of Brand and Interpersonal Love. Pscychology & Marketing. 32(6) pp. 624-634

Lee, J. (1977). Typology of Styles of Loving. Personality & Social Psychology Bulletin (3). pp. 173.182. doi: 10.1177/014616727700300204

Long-Tolbert, S. y Gammoh, B. (2012). In good and bad times: the interpersonal nature of brand love in service relationship. Journal of Service Marketing, 26 (6), pp.391-402.

McAlexander, J., Schouten, J. y Koenig, H. (2002). Building Brand Community. Journal of Marketing.(66) pp. 38-54

Mehrabain, A. y Russell, J. (1974). An Approach to Environmental Psychology, Cambrigde, MA: MIT Press

Morhart, M., Herzog, W. y Tomczak, T. (2009). "Brand-specific leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), pp. 122-142

Oliver, R. (1999). Whence Consumer Loyalty. Journal of Marketing. 63. pp.33-44

Pang, J., Keh, H. y Peng, S. (2009). Effects of advertising strategy on consumer-brand relationships: A brand love perspective. Frontier of Business Research, 3(4), pp.599-620 doi 10.1007/s11782-009-0029-8

Plutchik, R. (2001). Tha Nature of Emotions. American Scientist. 89(4) pp.344-350

Regan, P., Kocan, E. y Whitlock, T. (1998). Ain´t Love Grand! A Prototype Analysis of the Concept of Romantic Love. Journal of Social and Personal Relationships, 15(3), pp. 411-420

Reichheld, F. (2006). The ultimate question. Boston: Harvard Business School Publishing Corporation

Richins, M. (1997). Measuring Emotions in the Consumption Experience. Journal of Consumer Research, 24 (2), pp.127-146.

Roberts, K. (2005). Lovemarks, el futuro más allá de las marcas. Barcelona: Urano.

Roy, SK., Eshghi, A. y Sarkar, A. (2012). Antecedents and Consequences of Brand Love. Journal of Brand Management. pp.1-8

Rubin, Z. (1970). Measurement of Romantic Love. Journal of Personality and Social Psychology. 16(2) pp. 265-273

Sarkar, A., (2011). Romancing with a Brand: A Conceptual Analysis of Romantic Consumer-Brand Relationship. Management & Marketing. 6 (1), pp. 79-94

Sarkar, A. (2013). Romantic Brand Love: A Conceptual Analysis. The Marketing Review. 13(1), pp. 23-37

Sarkar, A., Ponnam, A. y Murthy, B. (2012). Understanding and Measuring Romantic Brand Love. Journal of Customer Behaviour. 11(4), pp. 325-348

Seligman, C., Fazio, R. y Zanna, M. (1980). Effects of Salience of Extrinsic Rewards on Liking and Loving. Journal of Personality and Social Psychology. 38(3) pp. 453-460

Shimp, T. y Madden, T. (1988). Consumer-Object relations: a Conceptual Framework Based Analogously on Sternberg´s Triangular Theory of Love. Advance in Consumer Research. 15. (pp.163-168).

Spearman, C. (1927). The Abilities of Man. London: MacMillan and Co.

Stauss, B. y Neuhaus, P.(1997),"The qualitative satisfaction model", International Journal of Service Industry Management, 8(3) pp. 236 - 249

Sternberg, R. (1986). A Triangular Theory of Love. Psychological Review. 93(2) pp. 119-135

Thomson, G. (1939). The factorial Analysis of Human Ability. British Journal of Educational Psychology. 9(2) pp.188-195 doi: 10.1111/j.2044-8279.1939.tb03204.x

Thomson, M. MacInnis, D. y Park, W. (2005). The Ties that Bind: Measuring the Strength of Consumers´ Emotional Attachments to Brands. Journal of Consumer Psychology. 15(1) pp. 77-91

Thurstone, L. L. (1938). Primary mental abilities. Chicago: University of Chicago Press.

Wallace, E., Buil, I. y Ghernatony, L. (2014). Consumer Engagement with Self-Expressive Brands: Brand Love and WOM Outcomes. Journal of Product & Brand Management. 23(1) pp. 33-42

Whang, Y., Allen, J., Sahoury, N. y Zhang, H. (2004). Falling in Love with a Product: The Structure of a Romantic Consumer-Product Relatiosnship. Advance in Consumer Research. 31 pp.320-327.

Yasin, M. y Shamim, A. (2013). Brand Love. Mediating Role in Purchase Intentions and Word-Of-Mouth. 2. pp 101-109

Zeithaml, V., Bitner, M. y Gremler, D. (2009). Marketing de servicios. 5ta ed. México, D. F.: McGraw Hill.


Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.