Letters to the editor: Addressing the dichotomy of brand love

Is love experienced for a brand an emotion (casually labeled as brand love)? Yes, /may be! Is "brand love" an emotion? No.

We would like to respond to Moussa's (2019) viewpoint, "Is this love that I'm feelin'?" and provide our point of view in this regard. We agree with some of the points, such as that (1) emotions can last only seconds or longer and (2) love as an emotion that people can experience in consumption contexts. However, we disagree with six of Moussa's (2019) arguments for operationalizing brand love as an emotion.

Argument 1: "The problem with such definitions and conceptualizations is that they are built on the ill-founded assumption that brand love is identical to interpersonal love."

Our Response:...

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