BRAND LOVE: A CATALYST FOR STRONG CONSUMER BRAND RELATIONSHIPS

Abstract

Research by Rindfleisch et al. (2006), Swaminathan et al. (2007), and Blackston (1993) adds credence to the idea that brand success is influenced by consumer-brand relationships, which create emotional loyalty and shape perceptions. Marketers looking to create powerful, emotionally compelling brands must comprehend and capitalize on brand love as the global marketplace gets more competitive. By delivering a thorough analysis of the causes, effects, and strategic implications of brand love, this paper adds to the expanding body of research on consumer-brand relationships and offers insightful information to practitioners and scholars alike.