Abstract

LARREGUI-CANDELARIA, Guisell; ORTIZ-SOTO, Maribel  and  SOSA-VARELA, Juan C.. Brand love: a continuous relationship perspective. estud.gerenc. [online]. 2019, vol.35, n.152, pp.271-282. ISSN 0123-5923.  https://doi.org/10.18046/j.estger.2019.152.3297.

This study analyzes brand love and its relationship with other constructs. The objective of the article is to analyze love towards a brand as a precedent for the consumer's commitment. Additionally, the impact of commitment on satisfaction is measured and the influence of loyalty in word-of-mouth communication is analyzed. To achieve this, a cross-sectional empirical study was conducted with a sample of 200 consumers between the ages of 21 and 60 years-of-old. Data collection was done using a Likert scale questionnaire. To test the hypotheses, the Partial Least Squares regression was used. The results provide evidence to indicate that a consumer who expresses a feeling of love towards a brand tends to develop a greater commitment towards it.

Keywords : Brand Love; Consumer Commitment; Marketing.

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