¿Quién ama a las marcas? Determinantes personales y de consumo

Abstract

Research concerning brands has strongly developed the brand-consumer relationship thematic through constructs such as trust, commitment, loyalty or emotional attachment. Among these different concepts, the feeling of love towards a brand or brand love appears to be recent.

Despite the interest shown by researchers and practitioners to this novel construct when applied to brands, the extant research has mainly focused on defining and measuring brand love. This research leads to a deeper understanding of brand love by analyzing why and when it is created. Specifically, it focuses on how consumer characteristics may enhance the development of brand love. With a sample of 213 survey respondents, the results show that hedonic motivations of consumption, brand relevance, and romantic and materialistic personalities develop strong brand love.