Relationship between Community Attachment, Brand Identity and Brand Love: Based on the Experience of Consumer’s Emotional Value Perspective

Abstract

To foster consumers' emotional attachment to a brand is becoming a vital task for brand managers in the highly competitive market nowadays. And the study of brand love is a hot spot in the marketing management research. Prior research mainly focus on the antecedents and outcomes of brand love. Based on the identity theory and attachment theory, this study exams the impact of emotional experience value on  brand love, and clarifies the role of brand identity and community attachment to brand love and confirms the mediate role of emotional attachment. This study concludes with a discussion of theoretical and managerial implications.

Keywords: Sense of Community Belonging；Brand Identity；Brand Love；Emotion experience