Brand love: A continuous relationship perspective

Abstract

This study analyzes brand love and its relationship with other constructs. The objective of the article is to analyze love towards a brand as a precedent for the consumer's commitment. Additionally, the impact of commitment on satisfaction is measured and the influence of loyalty in word-of-mouth communication is analyzed. To achieve this, a cross-sectional empirical study was conducted with a sample of 200 consumers between the ages of 21 and 60 years-of-old. Data collection was done using a Likert scale questionnaire. To test the hypotheses, the Partial Least Squares regression was used. The results provide evidence to indicate that a consumer who expresses a feeling of love towards a brand tends to develop a greater commitment towards it.