Brand love: Emotionality and development of its elements across the relationship lifecycle

Creating Passionate Love Through Rational Value: A Moderated Mediation Analysis Considering Identification and Relationship Duration

This study contributes to insights of the effectiveness of identification on passionate love. But more differentiated in comparison to previous research we show direct effects of the two dimensions of identification, self-reflection and self-enhancement as important influence factors of passionate love. According to Steinberg’s (Psychol Rev 93(2):119–135, 1986) Triangular Theory of Love, love is not only triggered by emotional aspects that are beyond reason. So utilitarian attributes that are more down-to-earth and realistic namely quality value, price value, and uniqueness can be relevant drivers of love. But more important, is their influence constant during the course of a relationship? …

Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration

Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand. More precisely, it attends to the possible mediating character of identification between the perceived utilitarian or hedonic value and passionate brand love. These effects are analysed in consideration of the moderating effect of relationship duration taking a further-reaching perspective and contributing to the understanding of the transformation of the brand love construct within a long-…