Do brand relationships on social media motivate young consumers’ value co-creation and willingness to pay? The role of brand love

Purpose Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media. Design/methodology/approach Data from a...