Key elements in creating a Lovebrand: towards a conceptual model design
DOI:
https://doi.org/10.26441/RC-2025.1-2026-4200Keywords:
lovebrands, brand love, conceptual model, consumer–brand relationships, emotional brandingAbstract
Purpose. This study focuses on the concept of Lovebrands and the phenomenon of Brand love, understood as brands that consumers truly love and with which they establish strong consumer–brand relationships. The research emphasizes the importance of understanding these emotional connections, as their development requires time, methodological rigor, and strategic dedication. Methodology. Fifty-four Lovebrand models were analyzed using the ProKnow-C methodology, based on a systematic filtering process applied to the most relevant academic databases. Considering the constructs present in each model, an analysis was conducted to classify them according to their frequency of use and their role as antecedents in the creation of a Lovebrand or as outcomes of the consumer–brand relationship. Results and conclusions. The findings highlight the importance of integrating both antecedent and outcome variables in the creation and development of a Lovebrand, as these variables ensure that consumers understand the brand, become interested in it, and decide to engage with it. As a result, a conceptual model is proposed that brings together the main elements a brand must possess to be considered a Lovebrand. Original contributions. The conceptual model identifies and systematizes the most recurrent constructs used in defining Lovebrands and Brand love, classifying them as antecedents or outcomes within the journey toward becoming a memorable brand. This approach enables strategic brand management both before and after the consolidation of a Lovebrand.
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