Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/239907 
Year of Publication: 
2019
Citation: 
[Journal:] Administrative Sciences [ISSN:] 2076-3387 [Volume:] 9 [Issue:] 1 [Publisher:] MDPI [Place:] Basel [Year:] 2019 [Pages:] 1-16
Publisher: 
MDPI, Basel
Abstract: 
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.
Subjects: 
brand
consumer
customer
brand love
attachment
engagement
structural equation modeling (SEM)
Persistent Identifier of the first edition: 
Creative Commons License: 
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Document Type: 
Article
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