Brand love is becoming central to modern marketing theory and practice. In academia, researchers are showing an increasing interest in investigating its causes and consequences (see, for example, Bairrada, Coelho, & Coelho, 2018; Carroll & Ahuvia, 2006). In practice, a growing number of branding consultancies and advertising agencies like Accenture Interactive/Fjord, BERA Brand Management (see Barker, Peacock, & Fetscherin, 2015), Drumroll, Oath, and NetBase are presently proposing love scores, love indices, and love rankings for brands.
Most conceptualizations of brand love offer it as a relationship between the consumer and the brand (for a review, see Junaid, Hussain, & Hou,...