Title: The emotional connection between customer happiness and brand love on customer loyalty

Authors: Gina María Pipoli de Azambuja; Gustavo Adolfo Rodríguez Peña; Enver Gerarld Tarazona Vargas

Addresses: Universidad del Pacífico, Av. Salaverry 2020, Jesús María, Lima, Peru ' Lima, Perú ' Universidad del Pacífico, Av, Salaverry 2020, Jesús María, Lima, Peru

Abstract: This study aims to analyse the role of service quality, customer satisfaction, customer happiness, and brand love on customer loyalty. A total of 823 responses from Peruvian customers were obtained through a digital form and analysed using structural equation modelling. The results show that customer happiness has a positive effect on brand love, and that both variables significantly influence customer loyalty. Additionally, service quality has a positive influence on customer satisfaction, which has a positive impact on brand love and customer happiness. This research contributes to the scarcely explored relationship between customer happiness and brand love despite the emotional connection present in these variables, as well as their effect on customer loyalty. It also helps to differentiate between the roles of customer satisfaction and happiness. Therefore, marketing managers should invest in customer happiness and brand love actions to maintain brand loyalty.

Keywords: customer happiness; brand love; customer satisfaction; customer loyalty; service quality; emotional connection; consumer behaviour; subjective well-being; customer delight; fast-food.

DOI: 10.1504/IJIMA.2026.156050

International Journal of Internet Marketing and Advertising, 2026 Vol.25 No.2, pp.123 - 148

Received: 19 Aug 2023
Accepted: 31 Dec 2023
Published online: 02 Sep 2026 *

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