EXPLORING BRAND LOVE THROUGH A SYSTEMATIC LITERATURE REVIEW: CONCEPTUALIZATION, DRIVERS, AND MANAGERIAL IMPLICATIONS

Abstract

This study examines brand love through a systematic literature review (SLR) to map its conceptualization, antecedents, and managerial implications. Brand love refers to consumers’ deep emotional attachment to a brand that goes beyond rational evaluation and transactional loyalty. The review identifies brand trust, brand experience, brand image, perceived quality, and emotional attachment as key antecedents. Outcomes associated with brand love include stronger loyalty, positive word of mouth, advocacy, and willingness to pay premium prices. Using the PRISMA framework, 1,830 articles were screened across databases such as ScienceDirect, Taylor & Francis, Emerald, and EBSCO, with 22 studies published between 2010 and 2025 selected for analysis. Results indicate significant growth in brand love research, especially in digital and social media contexts where online communities foster emotional bonds. Research gaps remain in Southeast Asian contexts, generational differences, and the role of sustainability and cultural values. This study offers a structured synthesis and provides practical insights for marketers on building emotional consumer–brand relationships.