Palusuk, Narissara and Koles, Bernadett and Hasan, Rajibul (2019) ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love. Journal of Marketing Management, 35 (1-2). pp. 97-129. ISSN 1472-1376

Preview

Download (808kB) | Preview

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.

Item Type:	Article
Additional Information:	Cite as: Narissara Palusuk, Bernadett Koles & Rajibul Hasan (2019) ‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love, Journal of Marketing Management, 35:1-2, 97-129, DOI: 10.1080/0267257X.2019.1572025
Keywords:	Brand love; consumer-brand relationship; brand love evolution; brand hate; relationship trajectory;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	15001
Identification Number:	https://doi.org/10.1080/0267257X.2019.1572025
Depositing User:	Rajibul Hasan
Date Deposited:	10 Nov 2021 15:20
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

Repository Staff Only(login required)

Item control page

Downloads

Origin of downloads