‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love
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...
Paper Details
Title
‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love
Published Date
Jan 2, 2019
Volume
35
Issue
1-2
Pages
97 - 129
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