Abstract
Abstract: The tendency of consumers to perceive strong emotions towards brands has significant implications in branding. However, there is a gap in the marketing literature regarding the development and the process that may influence the degree to which consumers perceive the strongest emotions towards the brand, cited as brand love. The present research based on literature review discusses the mechanisms that underlie the development of consumer brand relationships, as the process towards brand love. This study builds on the triangular theory of interpersonal love to explain how a consumer moves from one stage to another. Furthermore, the study suggests that anthropomorphisation facilitates the process of brand love, which results in stronger commitment towards the brand as a brand is recognized as human. Theoretical and managerial implications are also discussed.
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