{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,24]],"date-time":"2026-03-24T18:36:40Z","timestamp":1774377400308,"version":"3.50.1"},"reference-count":50,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2019,1,20]],"date-time":"2019-01-20T00:00:00Z","timestamp":1547942400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Spanish Ministry of Economy and Competitiveness","award":["ECO 2015-69103-R"],"award-info":[{"award-number":["ECO 2015-69103-R"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Administrative Sciences"],"abstract":"<jats:p>This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer\u2013brand relationship literature, a theoretical model is proposed. Using data obtained from a survey to 320 consumers from Madrid (Spain), the results show that only two constructs actually exist: attachment and active engagement, with love being part of attachment (passion) or engagement (long-term relationship). Thus, emotional attachment must be based on emotions that generate captivation. This admiration activates engagement, turning the consumer into the best brand promoter.<\/jats:p>","DOI":"10.3390\/admsci9010010","type":"journal-article","created":{"date-parts":[[2019,1,22]],"date-time":"2019-01-22T03:08:22Z","timestamp":1548126502000},"page":"10","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":22,"title":["Examining Customer\u2013Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement"],"prefix":"10.3390","volume":"9","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7415-3964","authenticated-orcid":false,"given":"M\u00f3nica","family":"G\u00f3mez-Su\u00e1rez","sequence":"first","affiliation":[{"name":"Finance and Marketing Department, University Aut\u00f3noma of Madrid, 28760 Cantoblanco, Spain"}]}],"member":"1968","published-online":{"date-parts":[[2019,1,20]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"258","DOI":"10.1108\/07363761311328928","article-title":"The role of brand love in consumer-brand relationships","volume":"30","author":"Albert","year":"2013","journal-title":"Journal of Consumer Marketing"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"1062","DOI":"10.1016\/j.jbusres.2007.09.014","article-title":"When consumers love their brands: Exploring the concept and its dimensions","volume":"61","author":"Albert","year":"2008","journal-title":"Journal of Business Research"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"19","DOI":"10.1509\/jmkg.69.3.19.66363","article-title":"The Social Influence of Brand Community: Evidence from European Car Clubs","volume":"69","author":"Algesheimer","year":"2005","journal-title":"Journal of Marketing"},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"1801","DOI":"10.1108\/K-04-2017-0130","article-title":"Linking social media marketing activities with brand love","volume":"46","author":"Algharabat","year":"2017","journal-title":"Kybernetes"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"411","DOI":"10.1037\/0033-2909.103.3.411","article-title":"Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach","volume":"103","author":"Anderson","year":"1988","journal-title":"Psychological Bulletin"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jm.09.0339","article-title":"Brand love","volume":"76","author":"Batra","year":"2012","journal-title":"Journal of Marketing"},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"504","DOI":"10.1057\/bm.2010.6","article-title":"Two studies of consequences and actionable antecedents of brand love","volume":"17","author":"Bergkvist","year":"2010","journal-title":"Journal of Brand Management"},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"252","DOI":"10.1177\/1094670511411703","article-title":"Customer Engagement: Conceptual Domain, Fundamental Propositions & Implications for Research in Service Marketing","volume":"14","author":"Brodie","year":"2011","journal-title":"Journal of Service Research"},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"79","DOI":"10.1007\/s11002-006-4219-2","article-title":"Some antecedents and outcomes of brand love","volume":"17","author":"Carroll","year":"2006","journal-title":"Marketing Letters"},{"key":"ref_10","doi-asserted-by":"crossref","unstructured":"Dalman, M. 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