Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Abstract

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly
important to companies and marketers. The review of the existing literature reveals a gap of the role of
emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to
the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional
constructs such as emotional attachment and love play a mediating role in the process of transitioning from
satisfaction to loyalty in the correct sequence.