Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement

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 32...

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Detalhes bibliográficos
Autor: Gómez Suárez, Mónica
Formato: artículo
Fecha de publicación:2019
País:España
Recursos:Universidad Autónoma de Madrid
Repositorio:Biblos-e Archivo. Repositorio Institucional de la UAM
Idioma:inglés
OAI Identifier:oai:repositorio.uam.es:10486/688665
Acesso em linha:http://hdl.handle.net/10486/688665
https://dx.doi.org/10.3390/admsci9010010
Access Level:acceso abierto
Palavra-chave:Brand
Consumer
Customer
Brand love
Attachment
Engagement
Structural equation modeling (SEM)
Economía
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spelling Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagementGómez Suárez, MónicaBrandConsumerCustomerBrand loveAttachmentEngagementStructural equation modeling (SEM)EconomíaThis 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.MDPI (BASEL, SWITZERLAND)Departamento de Financiación e Investigación ComercialFacultad de Ciencias Económicas y Empresariales20192019-06-20research articlehttp://purl.org/coar/resource_type/c_2df8fbb1VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10486/688665https://dx.doi.org/10.3390/admsci9010010reponame:Biblos-e Archivo. Repositorio Institucional de la UAMinstname:Universidad Autónoma de MadridInglésengopen accesshttp://purl.org/coar/access_right/c_abf2info:eu-repo/semantics/openAccessoai:repositorio.uam.es:10486/6886652026-06-23T12:46:27Z
dc.title.none.fl_str_mv Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
title Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
spellingShingle Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
Gómez Suárez, Mónica
Brand
Consumer
Customer
Brand love
Attachment
Engagement
Structural equation modeling (SEM)
Economía
title_short Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
title_full Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
title_fullStr Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
title_full_unstemmed Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
title_sort Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement
dc.creator.none.fl_str_mv Gómez Suárez, Mónica
author Gómez Suárez, Mónica
author_facet Gómez Suárez, Mónica
author_role author
dc.contributor.none.fl_str_mv Departamento de Financiación e Investigación Comercial
Facultad de Ciencias Económicas y Empresariales
dc.subject.none.fl_str_mv Brand
Consumer
Customer
Brand love
Attachment
Engagement
Structural equation modeling (SEM)
Economía
topic Brand
Consumer
Customer
Brand love
Attachment
Engagement
Structural equation modeling (SEM)
Economía
description 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.
publishDate 2019
dc.date.none.fl_str_mv 2019
2019-06-20
dc.type.none.fl_str_mv research article
http://purl.org/coar/resource_type/c_2df8fbb1
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10486/688665
https://dx.doi.org/10.3390/admsci9010010
url http://hdl.handle.net/10486/688665
https://dx.doi.org/10.3390/admsci9010010
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI (BASEL, SWITZERLAND)
publisher.none.fl_str_mv MDPI (BASEL, SWITZERLAND)
dc.source.none.fl_str_mv reponame:Biblos-e Archivo. Repositorio Institucional de la UAM
instname:Universidad Autónoma de Madrid
instname_str Universidad Autónoma de Madrid
reponame_str Biblos-e Archivo. Repositorio Institucional de la UAM
collection Biblos-e Archivo. Repositorio Institucional de la UAM
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300724

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