Though I do not want to originate an endless debate on the conceptualization of brand love as an emotion versus a relationship (Junaid, Hussain, & Hou, 2019b; Moussa, 2019), I would like to respond to Junaid, Hussain, and Hou's (2019a) Letter to the Editor, "Addressing the dichotomy of brand love." In responding to Junaid et al. (2019a), I will cast light on five further flaws and fallacies surrounding the conceptualization of brand love as a relationship.
First, the concept of brand love has always been ambiguous. This ambiguousness stems from the fact that "love" itself is an ambiguous...