From Emotion to Intention: Mapping the Evolution of Brand Love Research Through a Systematic Literature Review
DOI:
https://doi.org/10.61194/ijjm.v7i2.2000Keywords:
Brand Love, Consumer–Brand Relationships, Purchase Intention, Systematic Literature ReviewAbstract
This study aims to identify, analyze, and systematically synthesize the intellectual and empirical development of brand love research from 2016 to 2024. The novelty of this review lies in its integrative approach that not only maps how the construct has evolved conceptually and methodologically across 43 Scopus-indexed journal articles, but also distinguishes itself from previous reviews by combining a PRISMA-guided screening procedure with bibliometric visualization to uncover deeper thematic structures. Using PRISMA as the primary protocol, the article selection process was carried out transparently and stepwise, complemented by bibliometric analyses in VOSviewer that reveal emerging clusters and patterns of scholarly interconnections. The findings indicate that brand experience, brand trust, and customer engagement consistently function as dominant antecedents and outcomes within brand love research. Recent studies also emphasize the growing role of digital platforms and emotional authenticity in shaping stronger consumer–brand relationships. Overall, this review clarifies the theoretical progression of brand love from emotional attachment toward behavioral intention and offers an enhanced research agenda that advances cross-cultural and digital marketing perspectives.
Downloads
References
Abdelwahab, D., Jiménez, N. H., San-Martín, S., & Prodanova, J. (2020). Between love and boycott: a story of dual origin brands. Spanish Journal of Marketing - ESIC, 24(3), 377–402. https://doi.org/10.1108/SJME-12-2019-0105
Alamoudi, H., & Alharthi, M. (2021). Antecedents and consequences of customer engagement: A case study of saudi airline industry. Innovative Marketing, 17(3), 30–44. https://doi.org/10.21511/im.17(3).2021.03
AlRoshoud, A. N., & El-Gohary, H. O. (2024). A Meta-Analytic Structural Equation Modelling (MASEM) Approach Toward Scrutinizing the Influence of Brand Equity Antecedents on Brand Advocacy. International Journal of Customer Relationship Marketing and Management, 15(1), 1–23. https://doi.org/10.4018/IJCRMM.359414
Arun Kumar, N., Girish, S., Suresha, B., & Mahesh, E. (2023). Switching Intention and Switching Behavior of Adults in the Non-Life Insurance Sector: Mediating Role of Brand Love. Insurance Markets and Companies, 14(1), 1–7. https://doi.org/10.21511/ins.14(1).2023.01
Audria, U., Susan, M., & Gomulia, B. (2023). Fanning the Flames of Brand Love: the Impact of Fan Page and the Mediating Role of Sense of Brand Community. Journal of Eastern European and Central Asian Research, 10(5), 727–740. https://doi.org/10.15549/jeecar.v10i5.1206
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Utilitarian shopping value. Journal of Consumer Research, 20(4), 644–657. https://doi.org/10.1086/209376
Barbosa, J. W. de Q., Dias, M. C. C., & Ferreira, L. V. F. (2024). Affinity in Adversity: Examining Brand Love and Online Customer Engagement in the Restaurant Industry. Tourism & Management Studies, 20(4), 47–62. https://doi.org/10.18089/tms.20240404
Delgado-Ballester, E., Palazón, M., & Peláez, J. (2020). Anthropomorphized vs objectified brands: which brand version is more loved? European Journal of Management and Business Economics, 29(2), 150–165. https://doi.org/10.1108/EJMBE-04-2019-0063
Delgado-Ballester, E., Palazón, M., & Pelaez-Muñoz, J. (2017). This anthropomorphised brand is so loveable: The role of self-brand integration. Spanish Journal of Marketing - ESIC, 21(2), 89–101. https://doi.org/10.1016/j.sjme.2017.04.002
Faridi, M. R., & Naushad, M. (2021). A study of brand fidelity: Its contribution and impact on the Saudi market. Innovative Marketing, 17(4), 13–25. https://doi.org/10.21511/IM.17(4).2021.02
Ferreira, P., Faria, S., & Gabriel, C. (2022). The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand. Management and Marketing, 17(1), 1–14. https://doi.org/10.2478/mmcks-2022-0001
Ferreira, P., Rodrigues, P., & Rodrigues, P. (2019). Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand. Management and Marketing, 14(3), 278–291. https://doi.org/10.2478/mmcks-2019-0020
Fournier, S. (1998). Consumers and Their Brands : Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343–353. https://doi.org/10.1086/209515
Gaber, H. R., Elsamadicy, A., & Wright, L. T. (2021a). Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1884344
Gaber, H. R., Elsamadicy, A., & Wright, L. T. (2021b). Do instagram fan pages develop consumer–brand relationships? Evidence from the telecommunications industry. Cogent Business and Management, 8(1). https://doi.org/10.1080/23311975.2021.1884344
Giovanis, A., & Athanasopoulou, P. (2018). Understanding lovemark brands dimensions and effect on brand loyalty in high-technology products. Spanish Journal of Marketing - ESIC, 22(3), 273–295. https://doi.org/10.1108/SJME-07-2018-0035
Gómez-Suárez, M. (2019). Examining customer–brand relationships: A critical approach to empirical models on brand attachment, love, and engagement. Administrative Sciences, 9(1), 1–16. https://doi.org/10.3390/admsci9010010
Harjadi, D., Fatmasari, D., & Hidayat, A. (2023). Consumer identification in cigarette industry: Brand authenticity, brand identification, brand experience, brand loyalty and brand love. Uncertain Supply Chain Management, 11(2), 481–488. https://doi.org/10.5267/j.uscm.2023.3.001
Hashem, M., Ruiz, C., & Curras-Perez, R. (2024). Understanding the Dynamics of Brand Love in the Automobile Industry. Journal of Theoretical and Applied Electronic Commerce Research , 19(2), 1142–1163. https://doi.org/10.3390/jtaer19020059
Ismail, A. R., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
Kancherla, A., George, J. P., & Godwin, B. J. (2023). Antecedents of Brand Love leading to Purchase Intention towards Refurbished Video Game Consoles. International Journal of Internet Marketing and Advertising, 19(3/4), 1. https://doi.org/10.1504/ijima.2022.10048838
Kernis, M. H., & Goldman, B. M. (2006). A Multicomponent Conceptualization of Authenticity: Theory and Research. Advances in Experimental Social Psychology, 38(06), 283–357. https://doi.org/10.1016/S0065-2601(06)38006-9
Keshtidar, M., Shajie, K., Besharat, M. E., & Yousefi, M. (2018). Structural model of the role of brand trust on brand identity through the mediating role of brand love among fans of Futsal premier league clubs in Iran. Annals of Applied Sport Science, 6(1), 65–74. https://doi.org/10.29252/aassjournal.6.1.65
Kim, L., Chouykaew, T., Pongsakornrungsilp, S., Jindabot, T., & Lee, S. (2023). How to promote repurchase intention toward Covid-19 antigen test kits: Evidence from Thai consumers. Innovative Marketing, 19(1), 186–196. https://doi.org/10.21511/im.19(1).2023.16
Klabi, F., & Meshari, A. (2023). Factors influencing brand love: A case study of Apple in Saudi Arabia. Innovative Marketing, 19(3), 21–33. https://doi.org/10.21511/im.19(3).2023.03
Kolomiiets, O., Krzyżanowska, M., & Mazurek, G. (2018). Customer disposition to value co-creation activities. The case of the clothing industry. Journal of Management and Business Administration. Central Europe, 26(3), 30–48. https://doi.org/10.7206/jmba.ce.2450-7814.234
Le, M. T. H. (2020). The impact of brand love on brand loyalty: the moderating role of self-esteem, and social influences. Spanish Journal of Marketing - ESIC, 25(1), 156–180. https://doi.org/10.1108/SJME-05-2020-0086
Liebl, H., Turčínková, J., Beinhauer, R., & Magano, J. (2022). Do you love me? The relationship between sport-related branded entertainment and brand love. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2143014
Loureiro, S. M. C., Aleem, A., & Breazeale, M. (2024). Luxury fashion brand coolness: niche versus mass cool. Spanish Journal of Marketing - ESIC, 28(2), 165–186. https://doi.org/10.1108/SJME-04-2023-0086
Madadi, R., Torres, I. M., Fazli-Salehi, R., & Zúñiga, M. Á. (2021). The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand. Spanish Journal of Marketing - ESIC, 25(2), 333–354. https://doi.org/10.1108/SJME-06-2021-0099
Maduretno, R. B. E. H. P., & Sheellyana Junaedi, M. F. (2022). Exploring the effects of coffee shop brand experience on loyalty: The roles of brand love and brand trust. Gadjah Mada International Journal of Business, 24(3), 289–309. https://doi.org/10.22146/gamaijb.63218
Maisam, S., & Mahsa, R. D. (2016). Positive word of mouth marketing: Explaining the roles of value congruity and brand love. Journal of Competitiveness, 8(1), 19–37. https://doi.org/10.7441/joc.2016.01.02
Malhotra, S. (2022). IMPACT OF COUNTRY OF ORIGIN ON BRAND LOVE: AN EMPIRICAL STUDY OF SELECT DENIM JEANS BRANDS. International Journal of Business and Society, 23(2), 820–833. https://doi.org/10.33736/IJBS.4840.2022
Mayasari, I., Haryanto, H. C., Hutagaol, O. D., Ramadhan, A. R., & Amir, I. (2023). Examining the Role of Social Media Marketing on Brand Love and Its Impact on Brand Centrality: the Study of Local Fashion Brands for the Millennials. Journal of Indonesian Economy and Business, 38(2), 147–165. https://doi.org/10.22146/jieb.v38i2.5364
Mehrabian, A., & Russell, A. J. (1974). An approach to environmental psychology. Cambridge, MA: The MIT Press.
Miranti, Y., & Syah, T. Y. R. (2023). Marketplace analysis: The Effect of E-Service Quality, Product Brand Perception and Social Support on Repurchase through Consumer Satisfaction and Trust. International Journal of Electronic Commerce Studies, 14(4), 45–72. https://doi.org/10.7903/ijecs.2265
Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., Antes, G., Atkins, D., Barbour, V., Barrowman, N., Berlin, J. A., Clark, J., Clarke, M., Cook, D., D’Amico, R., Deeks, J. J., Devereaux, P. J., Dickersin, K., Egger, M., Ernst, E., Gøtzsche, P. C., … Tugwell, P. (2009). Preferred reporting items for systematic reviews and meta-analyses: The PRISMA statement. PLoS Medicine, 6(7). https://doi.org/10.1371/journal.pmed.1000097
Monteiro, P. R. R., Dias, P. D. S., & Carvalho, L. C. (2019). Amor à marca no marketing esportivo: proposição de um modelo relacional dos vínculos emocionais e afetivos nos programas sócio torcedor. Revista Brasileira de Marketing, 18(2), 54–76. https://doi.org/10.5585/remark.v18i2.3752
Özbek, A., & Tor-Kadioğlu, C. (2022). The effects of consumer clothes design engagement on brand love and loyalty. Industria Textila, 73(3), 259–267. https://doi.org/10.35530/IT.073.03.202140
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. The BMJ, 372. https://doi.org/10.1136/bmj.n71
Panduro-Ramirez, J. A., Gallegos-Reyes, M. A., Villar-Guevara, M., García-Salirrosas, E. E., & Fernández-Mallma, I. (2024). The Role of Relationship Marketing and Brand Love Among Banking Consumers in an Emerging Market Context. Administrative Sciences, 14(12), 1–17. https://doi.org/10.3390/admsci14120343
Paruthi, M., Kaur, H., Islam, J. U., Rasool, A., & Thomas, G. (2023). Engaging consumers via online brand communities to achieve brand love and positive recommendations. Spanish Journal of Marketing - ESIC, 27(2), 138–157. https://doi.org/10.1108/SJME-07-2022-0160
Pillay, S. (2021). The influence of electronic word-of-mouth adoption on brand love amongst generation z consumers. Acta Commercii, 21(1), 1–11. https://doi.org/10.4102/ac.v21i1.928
Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2 May 2021), 18–32. https://doi.org/10.21511/im.17(2).2021.03
Rodrigues, D., Sousa, B., Gomes, S., Oliveira, J., & Lopes, E. (2023). Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective. Administrative Sciences, 13(2). https://doi.org/10.3390/admsci13020036
Salem, S. F., Tarofder, A. K., Chaichi, K., & Musah, A. A. (2019). Brand love impact on the social media and stages of brand loyalty. Polish Journal of Management Studies, 20(1), 382–393. https://doi.org/10.17512/pjms.2019.20.1.33
Santos, M., & Schlesinger, W. (2021). When love matters. Experience and brand love as antecedents of loyalty and willingness to pay a premium price in streaming services. Spanish Journal of Marketing - ESIC, 25(3), 374–391. https://doi.org/10.1108/SJME-11-2020-0201
Schuller, D., Doubravsky, K., & Simberova, I. (2023). Trend Modelling as a Support of Managerial Decision-Making Process in Relation to Customers. Engineering Economics, 34(4), 412–424. https://doi.org/10.5755/j01.ee.34.4.30696
Sukaatmadja, I. P. G., Yasa, N. N. K., & Rahmayanti, P. L. D. (2023). Bali brand love: A perspective from domestic tourists. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2260119
Suyoto, Y. T., & Tannady, H. (2022). Ideal Self-Congruence: Its Impacts on Customer Love and Loyalty To Luxury Brands in Indonesia. International Journal of Professional Business Review, 7(6), 1–18. https://doi.org/10.26668/businessreview/2022.v7i6.e769
Syah, T. Y. R., Alimwidodo, P. C., Lianti, L., & Hatta, H. (2022). Perceived Price As Antecedent of Satisfaction and Loyalty: Learn From Fast Food International Restaurants. Central European Business Review, 11(4), 63–84. https://doi.org/10.18267/j.cebr.304
Syah, T. Y. R., & Suyitno, E. (2025). How to create patients revisit intention? A study on private hospitals in Indonesia. Innovative Marketing, 21(1), 75–88. https://doi.org/10.21511/im.21(1).2025.07
Thoa, N. K., & Cuong, D. T. (2024). The Impact of Brand Experience on eWOM: Brand Love and Brand Loyalty as Mediators in Consumer Electronics. Global Business and Finance Review, 29(5), 176–186. https://doi.org/10.17549/gbfr.2024.29.5.176
Valenzuela Quintero, A. R., & Bellon Álvarez, L. A. (2023). Trademark Influence and Brand Experience on Consumer’s Loyalty to Fast Fashion Brands. Mercados y Negocios, 2023(50), 71–94. https://doi.org/10.32870/myn.vi50.7698
Wijaya, N. S., Giantari, I. G. A. K. T., Sukaatmadja, I. P. G., & Ekawati, N. W. (2024). Determinants of revisit intention on rafting tourism in Bali mediated by trust and brand love. Uncertain Supply Chain Management, 12(4), 2729–2740. https://doi.org/10.5267/j.uscm.2024.4.028
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Marselinus, Tantri Yanuar Rahmat Syah, Unggul Kustiawan, Regina Deka Sofia
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
