| Summary: | PURPOSE To explain what impacts brand love. METHODOLOGY Quantitative approach, using online surveys, with a total of 462 participants. Additionally, a qualitative method was applied in the pre-study, using semi-structured in-depth interviews, and a total of 12 respondents. FINDINGS Previous literature lack of concern for parallel studies has a divergent effect in explaining what impacts brand love. A consolidated approach can explain brand love antecedents as the combination of brand evaluation, brand identification, and experience value. In additional findings, brand category has a rather small influence in brand love, and, brand love is a phenomenon not exclusive to one particular brand category. LIMITATIONS The findings of this research account for 50% of explanatory power, further exploration and qualitative tests are needed in order to identify the remaining explanatory power. IMPLICATIONS The results of this research suggest a consolidated model that can be used by researchers to extend the understanding of what antecedes brand love. Additionally, the model is a starting point for avoiding future divergence in literature. For managers, the findings present a three-faceted suggestion on how to use brand love antecedents. ORIGINALITY This study consolidates a divergent field of study, and by doing so, creates a new understanding of what impacts brand love. Additionally, the pre-study has an unorthodox methodological approach, and uses a qualitative method as a screening process, rather than an exploration process.
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