Letters to the editor: I’m in love with the bobo

Salim Moussa

Could a human be in a love relationship with a brand? No. Could a respondent to a researcher's survey or interview say that she or he is in love with a brand? Yes.

Though I do not want to originate an endless debate on the conceptualization of brand love as an emotion versus a relationship (Junaid, Hussain, & Hou, 2019b; Moussa, 2019), I would like to respond to Junaid, Hussain, and Hou's (2019a) Letter to the Editor, "Addressing the dichotomy of brand love." In responding to Junaid et al. (2019a), I will cast light on five further flaws and fallacies surrounding the conceptualization of brand love as a relationship.

First, the concept of brand love has always been ambiguous. This ambiguousness stems from the fact that "love" itself is an ambiguous...

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