International Journal of Social Science & Economic Research
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Ikhtiara Kaideni Isharina

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Ikhtiara Kaideni Isharina
Department of Management, Faculty of Economic and Bussiness, Universitas Brawijaya, Jl. MT. Haryono 165 Malang City 65145, Indonesia

Isharina, Ikhtiara Kaideni. "TWENTY YEARS RESEARCH ON BRAND LOVE: THE AGENDA FOR FUTURE RESEARCH." Int. j. of Social Science and Economic Research, vol. 4, no. 10, Oct. 2019, pp. 6319-6346, Accessed Oct. 2019.
Isharina, I. (2019, October). TWENTY YEARS RESEARCH ON BRAND LOVE: THE AGENDA FOR FUTURE RESEARCH. Int. j. of Social Science and Economic Research, 4(10), 6319-6346. Retrieved from
Isharina, Ikhtiara Kaideni. "TWENTY YEARS RESEARCH ON BRAND LOVE: THE AGENDA FOR FUTURE RESEARCH." Int. j. of Social Science and Economic Research 4, no. 10 (October 2019), 6319-6346. Accessed October, 2019.


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This paper aims to understand the research on brand love since the first appearance of the word 'love' in consumer behaviour relationships and to provide a systematic review of brand love research in the literature. In addition, derive a comprehensive conceptualization of brand love, and summarize important key findings as well as the fundamental issues for future research. An extensive literature review was carried out on brand love, which was spread over 44 journals found on the ISI Web of Science, Scopus, Emerald, EBSCO, and Science Direct. A total of 79 conceptual and empirical papers from 1998 to 2017 were analysed using different classification schemes. Significant research activity found in the 2013-2017 period and most of that examined the antecedents and consequences of brand love in various research settings. This study can serve as a valuable tool for researchers to understand the concept of brand love and to direct further research.