Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration

By F. Huber, Frederik Meyer, D. A. Schmid. 2015

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Antecedents and outcomes of brand love: the mediating role of brand loyalty (2018, background): “Recently, academic research concentrating on brand love and other related concepts have become gradually intense within the extant literature (e.g. Albert, Merunka, and Valette-Florence 2008; Huber, Meyer, and Schmid 2015; Sarkar and Sreejesh 2014).”
Behavioral reasoning perspectives to brand love toward natural products: Moderating role of environmental concern and household size (2021, background): “Other studies that may help to infer the relationship between reasons and brand love include Huber, Meyer, and Schmid (2015), who found that utilitarian and hedonic motives create passionate brand love.”
‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love (2019, background): “…Pantano, See-To, & Bourlakis, 2013; Voss, Spangenberg, & Grohmann, 2003), hedonic products tend to be superior in their ability to elicit positive and strong consumer brand relationships (Carroll & Ahuvia, 2006; Chaudhuri & Hoibrook, 2001; Huber et al., 2015; Karjaluoto et al., 2016).”