Viewpoint: Is this love that I’m feelin’?

Since its introduction, the brand love concept has been garnering great attention among both marketing academics and practitioners.

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,...

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