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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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 |
_version_ |
1725833392431300608 |