Abstract

MODRONO, Maria del Pilar. THEORETICAL APPROXIMATION TO THE CONSTRUCT BRAND LOVE. Dimens.empres. [online]. 2019, vol.17, n.1, pp.138-158. ISSN 1692-8563.

The existing literature on academic studies with a focus on commercial transactions is abundant; but there is a clear tendency to investigate the emotions and relationships of consumers towards commercial brands and their linkage with other variables; such as commitment, trust, satisfaction, loyalty, passion, willingness to use, purchase, repurchase and recommendation of the brand, among others. It presents the background and definitions of brand love, linkage with other variables, measurement and limitations are considered; seeking to understand the phenomenon, which has promoters and detractors among its scholars.

Keywords : consumer; love of the brand.

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