Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration

Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand. More precisely, it attends to the possible mediating character of identification between the perceived utilitarian or hedonic value and passionate brand love. These effects are analysed in consideration of the moderating effect of relationship duration taking a further-reaching perspective and contributing to the understanding of the transformation of the brand love construct within a long-term consumer–brand relationship. Design/methodology/approach – A survey on universally known brands representing both a hedonic and a utilitarian concept was conducted. The model has been tested using the partial least squares approach to structural equation modelling. Findings – The effects of the antecedents of passionate brand love in general vary with increasing relationship duration. Inner self has a stronger effect on passionate brand love than social self and becomes even more important as the relationship matures. Hedonic and utilitarian value both show substantial direct and indirect effects, but the importance of utilitarian aspects grows with time, substantiating the rational nature of brand love within a long-term consumer–brand relationship. Research limitations/implications – As we assessed the perceived duration of an intimate relationship, longitudinal analysis should provide even more profound results. Practical implications – Inasmuch as emotional attributes drive passionate feelings for a brand, the core utilitarian assets of a brand also evoke passionate love and should be highlighted, especially in long-term relationships with customers. Originality/value – This paper investigates the interdependent effects of identification and customer perceived value (hedonic and utilitarian value) as antecedents of passionate brand love. This paper adapts a dynamic perspective on consumer–brand relationships by taking into account the moderating effect of perceived relationship duration.