The Two-Layer Three-Level Conceptual Pattern Based on Subjective Criteria and the Essence of ‎Brand Love

The importance of the mediating role of brand love in the development of loyalty and word-of-mouth advertising makes the identification and conceptualization of this emerging concept in marketing necessary. The aim of the present study was to explain the nature of brand love using the systematic review approach of the literature by identifying the dimensions of brand love and separating the nature criteria of the essence and width based on the threefold division of emotional, volitional, and cognitive mental criteria. The conceptual model of the present study consisted of two levels and three layers, the levels of which were the criteria of nature and the layers of which were the subjective (mental) criteria. The results showed the existence of 8 items of the 28 identified dimensions in the form of the essence of brand love, which had 4 cases of cognitive criteria and 3 and 1 cases of volitional and emotional criteria, respectively. The important role of cognitive and volitional factors in the phenomenon of brand love was another important result of the present study.