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A Systematic Mapping Study on Customer Loyalty and Brand Management
Open AccessArticle

Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement

Finance and Marketing Department, University Autónoma of Madrid, 28760 Cantoblanco, Spain
Adm. Sci. 2019, 9(1), 10; https://doi.org/10.3390/admsci9010010
Received: 31 October 2018 / Revised: 14 January 2019 / Accepted: 17 January 2019 / Published: 20 January 2019
(This article belongs to the Special Issue Customer Loyalty and Brand Management)
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. View Full-Text
Keywords: brand; consumer; customer; brand love; attachment; engagement; structural equation modeling (SEM) brand; consumer; customer; brand love; attachment; engagement; structural equation modeling (SEM)
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Gómez-Suárez, M. Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement. Adm. Sci. 2019, 9, 10.

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