Brand Love and Its Potential Influence on Consumer Behaviour

A Literature Review

Abstract

For a better understanding of the state of the art, this article aims to explore the concept of brand love in its fullness and the potential influence of brand love on consumer behaviour. For this purpose, a methodology based on the collection and review of relevant literature was adopted. Four major areas on the theme were highlighted: (i) the concept of brand love; (ii) the dimensions of brand love; (iii) the consumer-brand relationship; and (iv) brand love and social media. In exploring the concept of brand love, it became fundamental to study the dimensions that allow its construction, namely: (i) passion; (ii) integration of the brand itself; (iii) positive emotional attachment; (iv) long-term relationship; (v) anticipated separation distress; (vi) overall attitude valence; and (vii) attitude strength. Thus, the consumer is assumed as the main element in the relationship with a particular brand, materializing as a basic premise the perception of the role he plays in the development of its products. This is because individuals often incorporate a brand in their self-concept, allowing the construction of their desired self, which translates into a great commitment to the beloved brand. With the development of new information and communication technologies and the transformation to an increasingly digital world, it has become opportune to analyse the impact of social media on the development of the individual's feeling of love for the brand. Thus, by providing a feeling of belonging to a community, which inflates brand love, social networks allow a greater use of them, generating a positive effect in the construction of the consumer-brand relationship.