Title: Exploring the link between brand love and engagement through a qualitative approach

Authors: Mónica Gómez-Suárez; Luis Enrique Alonso Benito; Sara Campo

Addresses: Finance and Marketing Department, Faculty of Economics and Business, Universidad Autónoma de Madrid, Avda. Tomás y Valiente, s/n, 28049 Cantoblanco, Madrid, Spain ' Sociology Department, Faculty of Economics and Business, Universidad Autónoma de Madrid, Avda. Tomás y Valiente, s/n, 28049 Cantoblanco, Madrid, Spain ' Finance and Marketing Department, Faculty of Economics and Business, Universidad Autónoma de Madrid, Avda. Tomás y Valiente, s/n, 28049 Cantoblanco, Madrid, Spain

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.

Keywords: brand love; consumer engagement; brand likeability; culture; focus groups; affection; brand attachment; Spain; literature review; aspiration; lifestyle.

DOI: 10.1504/IJBE.2016.080882

International Journal of Business Environment, 2016 Vol.8 No.4, pp.367 - 384

Received: 16 Aug 2016
Accepted: 31 Aug 2016

Published online: 09 Dec 2016 *

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