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A Systematic Mapping Study on Customer Loyalty and Brand Management
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Adm. Sci. 2019, 9(1), 10; https://doi.org/10.3390/admsci9010010

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
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)
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Abstract

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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