{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,20]],"date-time":"2026-03-20T10:24:57Z","timestamp":1774002297837,"version":"3.50.1"},"reference-count":68,"publisher":"Emerald","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2019,9,3]]},"abstract":"<jats:sec>\n                  <jats:title>Purpose<\/jats:title>\n                  <jats:p>The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self\u2013brand connection).<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Design\/methodology\/approach<\/jats:title>\n                  <jats:p>Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Findings<\/jats:title>\n                  <jats:p>Results suggest that both sense of brand community and self\u2013brand connection foster brand love and that self\u2013brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Research limitations\/implications<\/jats:title>\n                  <jats:p>A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Practical implications<\/jats:title>\n                  <jats:p>The key implications are the importance of nurturing relationship ties among brand users and building self\u2013brand connections on brand pages as precursors of brand love.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Originality\/value<\/jats:title>\n                  <jats:p>The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.<\/jats:p>\n               <\/jats:sec>","DOI":"10.1108\/oir-05-2017-0175","type":"journal-article","created":{"date-parts":[[2018,12,3]],"date-time":"2018-12-03T06:18:46Z","timestamp":1543817926000},"page":"710-727","source":"Crossref","is-referenced-by-count":39,"title":["Fostering brand love in Facebook brand pages"],"prefix":"10.1108","volume":"43","author":[{"given":"Mariola","family":"Palazon","sequence":"first","affiliation":[{"name":"University of Murcia Department of Marketing, School of Business and Economics, , Murcia,","place":["Spain"]}]},{"given":"Elena","family":"Delgado-Ballester","sequence":"additional","affiliation":[{"name":"University of Murcia Department of Marketing, School of Business and Economics, , 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