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Antecedents and consequences of brand love

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Abstract

This article focuses on a new consumer behavior and marketing concept: brand love. The primary purpose of the article is to identify the antecedent and consequences of brand love. On the basis of an extensive literature review, the article offers a series of research propositions to explicate the interrelationships between antecedents of brand love on the one hand, and brand love and its consequences on the other. A theoretical framework capturing the proposed relationships is also offered. The managerial implications of brand love for developing marketing strategy are discussed.

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Authors and Affiliations

  1. Bentley University, 175 Forest Street, Waltham, 02459, MA, USA

    Sanjit Kumar Roy, Abdolreza Eshghi & Abhigyan Sarkar

Authors
  1. Sanjit Kumar Roy
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  2. Abdolreza Eshghi
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  3. Abhigyan Sarkar
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Correspondence to Abdolreza Eshghi.

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3did his Masters in Business Administration from West Bengal University of Technology, India in 2005. He completed PhD in Marketing Management from ICFAI University Dehradun, India in 2012 and is engaged in teaching postgraduate marketing management in IBS-Hyderabad, India. His area of research is branding and experiential consumption.

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Roy, S., Eshghi, A. & Sarkar, A. Antecedents and consequences of brand love. J Brand Manag 20, 325–332 (2013). https://doi.org/10.1057/bm.2012.24

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  • DOI: https://doi.org/10.1057/bm.2012.24

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