Exploring the link between brand love and engagement through a qualitative approach
by Mónica Gómez-Suárez; Luis Enrique Alonso Benito; Sara Campo
International Journal of Business Environment (IJBE), Vol. 8, No. 4, 2016

Abstract: Notions related to brand attachment have recently received significant attention in academic research under a variety of paradigms. This study gathers different concepts from a literature review and constructs a three-phase process that consists of likeability, love and engagement. Based on information derived from four focus groups, the results obtained from empirical analyses are contrasted with concrete concepts and linkages derived from the literature review. A pattern emerged from this discourse that differs from the results of previous research. First, consumers rarely expressed feelings of love/engagement. Second, consumers' relationships with brands were mainly utilitarian in nature; finally, expressions of deep affection typically referred to aspirational indicators of a dream lifestyle.

Online publication date: Fri, 09-Dec-2016

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