Noel Albert

The role of brand love in consumer‐brand relationships

Purpose – The 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/approach – The conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling.Findings – The 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/value – Through 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 ...

A Synthesis of the Consumer-Brand Relationship Domain: Using Text Mining to Track Research Streams, Describe Their Emotional Associations, and Identify Future Research Priorities

We conduct a text-mining analysis of 287 articles representing the consumer-brand relationship (CBR) literature from 1999 to 2015. We propose that the CBR domain is reflected by 71 constructs, of which less than half can be considered important. We structure the domain by identifying its seven major research streams as well as demarcating their respective evolution and emotional features. Using the original data and incorporating a second corpus based on the articles included in the current Journal of the Association for Consumer Research issue on “Brand Relationships, Emotions, and the Self,” we outline a collection of insights that define opportunities for future research.