“…However, when we compared our findings with the micro-, meso-and macro-layer (3M) perspective currently used in social identity theory to describe layers of identity (Jaspal et al, 2016;Stets and Burke, 2000), we realized our findings needed a broader frame to describe the interactive layers of brand love. Accordingly, we examined other fields of science to see how they layered complicated structures, which led to the discovery of the use of four layers: micro, meso, macro and mega (4M) (Cipriani, 2013;Goli et al, 2020;Kensington-Miller et al, 2022). The individual-context interactions alerted EJM 57,13 us to the interactive micro layer of brand love, which considers the individual psychological processes of influence from dyadic interactions between the brand and the individual.…”