Layers of love – exploring the interactive layers of brand love in the social media setting

Abstract

Purpose This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts. Design/methodology/approach The qualitative empirical study uses abductive reasoning. Its theories and conclusions are grounded in naturally occurring data from an online brand community. The approach revealed new interactive processes of brand love. Findings This study extends our understanding of the interactive nature of brand love by adopting a layered perspective incorporating micro- (individual), meso- (in-group), macro- (in-group vs out-group) and mega-layer (societal) social dynamics that complements the predominant focus on individual psychological processes. It challenges the linear, monodirectional trajectory approach to brand love, suggesting that brand love is in constant flux as individuals move across the layers in their identification with the brand. Research limitations/implications This study provides data from one destination brand in Finland. Future studies could consider other types of brands and contexts in other countries and cultures. Practical implications This study shows brand managers that brand lovers can be divided into subgroups with distinct drivers of their love to which brand managers should attend. Originality/value To the best of the authors’ knowledge, this is the first attempt to describe the interactive nature of brand love through interactions between and within four layers of brand love. Furthermore, this study enhances our understanding of the contradictory aspects of brand love.

The Influence of Self-Esteem and Brand Trust to Optimize Brand Loyalty Based on Social Identity Theory in Generation Y & Z

“…When a brand is able to continue to fulfill what consumers expect and need, consumers are likely to have strong trust in the brand (Tiep Le et al, 2023). Brand love on a practical level, the concept of brand love helps company managers build strong relationships with their customers (Aro et al, 2023). Brand Trust is a component in marketing that has a significant relationship to Brand Love (Joshi & Garg, 2022); (Nawaz et al, 2020); (Wong, 2023).…”