%0 Journal Article
%T Examining Customer¨CBrand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
%J Administrative Sciences | An Open Access Journal from MDPI
%D 2019
%R https://doi.org/10.3390/admsci9010010
%X This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer¨Cbrand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter. View Full-Tex
%U https://www.mdpi.com/2076-3387/9/1/10