Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.

解释和具体说明品牌热爱的起源，以及它如何影响消费者行为，为品牌经理如何通过有效促进品牌热爱获得有利的经济后果建立了重要的见解。因此，本文提出并验证了品牌爱的整体因果模型，该模型解释了品牌刺激特征和消费者的内部心理过程，以及由此产生的品牌爱的行为结果。作者使用定性和定量方法，提出并测试了七个前因（包括三个中介）和四个后果：功能性和感官品牌独特性作为品牌喜爱的间接前因出现；品牌满意度、品牌与内在自我的契合度以及个人体验是直接的前因。与预期相反，交流的独特性和品牌愉悦度不是影响因素。本研究还验证了品牌爱的四种理想行为结果：品牌忠诚度、支付溢价的意愿、口碑意图和品牌错误的宽恕。这些发现提供了一些理论和管理意义。