Since the concept of brand love was introduced, it has been positively evaluated for its originality and, later, for its profitability (Romaniuk, 2013, 2015). Academic scholars are keen to know more about it, while marketing managers are working to develop it for their brands. The topic seems well on its way to becoming a favorite in research and practice alike, but its nature remains unsettled (Bairrada, Coelho, & Coelho, 2018).
Carroll and Ahuvia (2006) conceptualized brand love using Sternberg's (1986) triangular theory of love. This conceptualization has served us well, but it is also subject to criticism on certain grounds,...