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

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 su...

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Main Author: Mónica Gómez-Suárez
Format: Article
Language:English
Published: MDPI AG 2019-01-01
Series:Administrative Sciences
Subjects:
Online Access:https://www.mdpi.com/2076-3387/9/1/10
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spelling doaj-64af707557c34ca7bf5d811ee91f67fc2020-11-24T22:03:04ZengMDPI AGAdministrative Sciences2076-33872019-01-01911010.3390/admsci9010010admsci9010010Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and EngagementMónica Gómez-Suárez0Finance and Marketing Department, University Autónoma of Madrid, 28760 Cantoblanco, SpainThis 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.https://www.mdpi.com/2076-3387/9/1/10brandconsumercustomerbrand loveattachmentengagementstructural equation modeling (SEM)
collection DOAJ
language English
format Article
sources DOAJ
author Mónica Gómez-Suárez
spellingShingle Mónica Gómez-Suárez
Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
Administrative Sciences
brand
consumer
customer
brand love
attachment
engagement
structural equation modeling (SEM)
author_facet Mónica Gómez-Suárez
author_sort Mónica Gómez-Suárez
title Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
title_short Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
title_full Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
title_fullStr Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
title_full_unstemmed Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
title_sort examining customer–brand relationships: a critical approach to empirical models on brand attachment, love, and engagement
publisher MDPI AG
series Administrative Sciences
issn 2076-3387
publishDate 2019-01-01
description 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.
topic brand
consumer
customer
brand love
attachment
engagement
structural equation modeling (SEM)
url https://www.mdpi.com/2076-3387/9/1/10
work_keys_str_mv AT monicagomezsuarez examiningcustomerbrandrelationshipsacriticalapproachtoempiricalmodelsonbrandattachmentloveandengagement
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