PurposeThe purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment).Design/methodology/approachThe conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling.FindingsThe results demonstrate strong relationships between the two antecedents (trust and identification) and brand love, and between brand love and its consequences (brand commitment, positive word of mouth, and propensity to pay a higher price for the brand).Originality/valueThrough the causal approach and proposed nomological model, the authors discriminate brand love from three important relational constructs (i.e. brand trust, brand identification and brand commitment) and establish the relationships among the constructs. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment and love) are compared and the relevance of brand love for understanding consumer‐brand relationships is demonstrated.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.