Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Mónica Gómez-Suárez
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Mónica Gómez-Suárez: Finance and Marketing Department, University Autónoma of Madrid, 28760 Cantoblanco, Spain

Administrative Sciences, 2019, vol. 9, issue 1, 1-16

Abstract: This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer–brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.

Keywords: brand; consumer; customer; brand love; attachment; engagement; structural equation modeling (SEM) (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2019
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