The role of brand love in consumer‐brand relationships

Purpose The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment). Design/methodology/approach The conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through...