The aim of this paper is to critically review the most significant writings on “two” constructs that have quickly acquired the status of “important marketing topics”; that is, brand attachment (BA) and brand love (BL).
A profound and parallel inspection of highly influential articles along with ensuing essays by the same single authors is performed.
This review reveals that: hardly a year goes by without some reinventions or retouching of these constructs’ conceptual characteristics; there are several striking similarities between them; the politics of marketing theory are at work in keeping these constructs away from each other; the literature under scrutiny not only suffers from amnesia, but also from some severe schizophrenic symptoms; and that BA and BL are nothing more than the same core knowledge product offered under different brand names.
This review is limited to considering the constructs of BA and BL.
Because the literature on BA and BL has been essentially empirical, this paper has the potential to add a compulsory conceptual component to it. It also has the potential of instigating discussions, debates and, in due course, a deeper understanding of these “two” constructs.
The author would like to thank Byron Sharp for his encouragements. The author is also indebted to the editor and the two anonymous QMR reviewers for their many helpful comments on previous versions of the manuscript.
Moussa, S. (2015), "I may be a twin but I’m one of a kind: Are brand attachment and brand love different names for the same construct?", Qualitative Market Research, Vol. 18 No. 1, pp. 69-85. https://doi.org/10.1108/QMR-05-2013-0028
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