Could a human be in a love relationship with a brand? No. Could a respondent to a researcher’s survey or interview say that she or he is in love with a brand? Yes.
AhuviaA. C. (1993). I love it! Towards a unifying theory of love across diverse love objects (Working paper #718). Ann Arbor: School of Business Administration, University of Michigan. Retrieved from https://deepblue.lib.umich.edu/handle/2027.42/35351
2.
AhuviaA. C. (2005). Beyond the extended self: Loved objects and consumers’ identity narratives. Journal of Consumer Research, 32, 171–184.
3.
AlbertN.MerunkaD. (2013). The role of brand love in consumer-brand relationships. Journal of Consumer Marketing, 30, 258–266.
4.
AlbertN.MerunkaD.Valette-FlorenceP. (2008). When consumers love their brands: Exploring the concept and its dimensions. Journal of Business Research, 61, 1062–1075.
5.
BatraR.AhuviaA. C.BagozziR. P. (2012). Brand love. Journal of Marketing, 76(2), 1–16.
6.
CarrollB. A.AhuviaA. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17, 79–89.
7.
CoelhoA.BairradaC.PeresF. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28, 154–165.
8.
FournierS. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–373.
9.
HegnerS. M.FenkoA.AvestA. T. (2017). Using the theory of planned behaviour to understand brand love. Journal of Product & Brand Management, 26, 26–41.
10.
JunaidM.HussainK.HouF. (2019a). Addressing the dichotomy of brand love. International Journal of Market Research. Advance online publication. doi:10.1177/1470785319853468
11.
JunaidM.HussainK.HouF. (2019b). One last scuffle before we cherish brand love forever. International Journal of Market Research. Advance online publication. doi:10.1177/1470785319827153
12.
McEwenW. J. (2005). Married to the brand: Why consumers bond with some brands for life. New York, NY: Gallup Press.
13.
MoussaS. (2019). Is this love that I’m feelin’?International Journal of Market Research. Advance online publication. doi:10.1177/1470785319843209
14.
ParkC. W.MacInnisD. J.PriesterJ.EisingerichA. B.IacobucciD. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1–17.
15.
PatwardhanH.BalasubramanianS. K. (2011). Brand romance: A complementary approach to explain emotional attachment toward brands. Journal of Product & Brand Management, 20, 297–308.
16.
PrenticeC.WangX.LoureiroS. M. C. (2019). The influence of brand experience and service quality on customer engagement. Journal of Retailing and Consumer Services, 50, 50–59.
17.
SarkarA.SreejeshS. (2014). Examination of the roles played by brand love and jealousy in shaping customer engagement. Journal of Product & Brand Management, 23, 24–32.
18.
ThomsonM.MacInnisD. J.ParkC. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15, 77–91.
