Emotional brand attachment and brand love: the emotional bridges

in the process of transition from satisfaction to loyalty.

(From the Perspective of Pakistan)

Submitted to: Sir Raheel Farooqui

Submitted by:
1. IbrahimIrfan (02-111202-044) 2. ImranAshfaq (02-111201-127)
3. Sadia Masood (02-111202-220) 4. Muhammad Hassan (02-111192-250)
5. Fateh Muhammad (02-111202-138) 6. Muzzamil Ismail (02-111201-261)

1.Introduction

1.1 Background of the Study

The concept of brand attachment and brand love has become increasingly important in the
field of marketing and consumer behavior in recent years. Love for brands is becoming
necessary to measure whether the consumers go to the local new products or to the established
brands. (Iqbal, J., Malik, M., Yousaf, S., & Yaqub, R. M. S. ,2021). Brand love is an emotional
attachment between consumer and brands (Javed, A., & Khan, Z. ,2021). Emotional brand
attachment refers to the emotional bond that consumers form with a brand, which goes beyond
the functional benefits of the product or service. This attachment is driven by factors such as
trust, shared values, and personal identification with the brand. Brand love, on the other hand, is
an even deeper emotional connection characterized by feelings of passion, affection, and a sense
of dbelonging towards the brand. Brand love is similar to the emotional attachment between two
individuals, Brand love can result in a strong emotional statement of brand addiction ( Siddique,

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S., & Rajput, A. ,2022). Brand love is described as a long-term relationship between customers
and products ( Raza, M., Abd Rani, S. H., & Isa, N. M. ,(2021).

The topic focuses on the crucial concepts of satisfaction and loyalty in the marketing
literature, emphasizing their significance for companies and marketers. It explores the evolving
perspective on the relationship between consumer satisfaction and brand loyalty in a competitive
marketplace. The introduction raises questions about the traditional viewpoint and suggests that
emotional bonds are necessary to establish long-term consumer loyalty.

The area under study revolves around the interplay between consumer satisfaction and brand
loyalty in marketing. It seeks to understand how these concepts have evolved in response to
intense competition and the importance of emotional bonds in building and sustaining brand
loyalty.

The historical development of this area can be traced back to foundational research by
scholars like Cardozo (1965) and Oliver (1999), who initially posited that satisfaction led to
loyalty. Over time, this perspective has evolved, with the recognition that mere satisfaction is
insufficient to maintain brand loyalty in today's competitive market. Researchers have
acknowledged the need for emotional attachment and brand love to create a continuous
relationship between consumers and brands.

The philosophical and ideological issues related to this topic revolve around the changing
perception of consumer loyalty and the role of emotions in marketing. Traditional thinking
assumed that satisfaction was a direct precursor to loyalty, but in the modern age, there is a shift
towards recognizing that emotional attachment and love for a brand are essential to secure long-
term loyalty.

The major theory in this area is based on Oliver's (1999) work, particularly the sixth
scenario, which suggests that satisfaction initiates a transition sequence ultimately leading to
loyalty. This theory is extended in the research to consider the mediating role of emotional
constructs like emotional attachment and brand love in the relationship between satisfaction and
loyalty.

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 One of the main issues in this area is the evolving nature of consumer loyalty and the
practical challenges faced by companies and marketers in establishing and maintaining strong
brand loyalty. The study addresses the need to understand the mediating role of emotional
constructs in this process. Advances in the field include the recognition that satisfaction alone is
not sufficient, and companies must focus on building emotional bonds to secure consumer
loyalty in today's competitive market.

The emotional constructs, such as emotional brand attachment and brand love, can play a
mediating role in the relationship between satisfaction and brand loyalty. These constructs are
recognized as antecedents to loyalty, suggesting that emotional bonds are a crucial driver of
consumer loyalty, beyond mere satisfaction. The study aims to further investigate and validate
these findings to establish the correct sequence of transitioning from satisfaction to loyalty.

1.2 Problem Statement

There is insufficient exploration and understanding regarding the role of emotional constructs
such as brand love and brand attachment in the transition from brand satisfaction to brand loyalty
in the context of Pakistan. One aspect that requires attention is the limited research on the impact
of emotional brand attachment as a distal antecedent in the relationship with post-purchase
cognitive dissonance. This gap in the literature hinders our comprehension of how emotional
brand attachment influences post-purchase cognitive dissonance and its subsequent effect on
brand loyalty. There is a need to investigate how emotional branding, which resonates with
customers and fosters positive perceptions, can establish a strong connection with the product.
This aspect of emotional branding and its potential to bridge the gap between satisfaction and
loyalty has not been thoroughly explored in the context of Pakistan.

1.3 Justification of Study

In today's competitive business environment, the concept of emotional brand attachment and
brand love has gained significant attention internationally. Numerous global companies
recognize the paramount importance of forging deep emotional connections with their customers
to build brand loyalty and achieve sustained success. While there is an abundance of research on

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emotional branding in various international contexts, there is a notable gap in the exploration of
emotional brand attachment and brand love in the specific context of Pakistan. Existing studies
often offer insights from diverse geographical regions, but there is a paucity of research
addressing this phenomenon within the unique cultural and market dynamics of Pakistan. This
study aims to bridge this gap by developing a novel conceptual framework to assess the impact
of emotional brand attachment and brand love on consumer behavior in the Pakistani context,
thereby contributing to a deeper understanding of the role of emotions in shaping consumer-
brand relationships in this distinct setting.

1.4 Objective of Research Study

The objective of this study is to analyze the mediating role of emotional brand attachment and
brand love in the relationship between brand satisfaction and brand loyalty in the Pakistani
market. To determine the extent to which emotional brand attachment mediates the transition
from brand satisfaction to brand loyalty in the Pakistani context and to identify the impact of
brand love as a mediating factor in the progression from brand satisfaction to brand loyalty
within the Pakistani market. By conducting this research, we aim to contribute to a better
understanding of the emotional bridges in the process of transitioning from satisfaction to
loyalty, specifically within the Pakistani consumer context.

1.5 Research Question

1. What makes Pakistani consumers emotionally attached to brands, and how is this
attachment different from brand love?
2. How can brands in Pakistan effectively turn satisfied customers into loyal ones by
understanding and utilizing emotional connections?
3. What is the impact of brand love as a mediating factor in the progression from brand
satisfaction to brand loyalty within the Pakistani market?

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1.6 Significance of Study / Scope

The study on emotional brand attachment and brand love in Pakistan will hold significant
importance for multiple stakeholders. Academically, it will address a gap in consumer behavior
literature, offering a unique understanding of how emotional constructs will influence brand
loyalty within the Pakistani context. This research will benefit future scholars and researchers
while providing businesses and marketing professionals with actionable insights to tailor
strategies to the specific needs of Pakistani consumers, fostering stronger brand loyalty. Pakistani
consumers themselves will be able to make more informed choices, understanding the emotional
nuances of their brand relationships. Additionally, this study will have broader implications for
Pakistani culture, potentially guiding businesses in promoting culturally sensitive branding
practices. Regulatory bodies can also use these findings to create future policies that protect
consumers and encourage ethical branding. In summary, this research will carry academic,
business, consumer, cultural, and regulatory significance, impacting various facets of future
Pakistani society and commerce.

1.7 Conceptual Frameworkd

Emotional
Brand
Attachment

H2 H5

Brand Brand
H1
Satisfaction Loyalty
H4
H3
H6

Brand
Love

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Research Hypothesis

H1: Brand satisfaction has a positive impact on brand loyalty.

H2: Brand satisfaction has a positive impact on emotional brand attachment.

H3: Brand satisfaction has a positive impact on brand love.

H4: Emotional brand attachment has a positive impact on brand love.

H5: Emotional brand attachment has a positive impact on brand loyalty.

H6: Brand love has a positive impact on brand loyalty.

2. Literature Review

Brand Satisfaction and Brand Loyalty

Brand satisfaction is a multifaceted construct that encompasses a consumer's evaluation

of a product or service based on their expectations. Oliver's (1999) satisfaction-loyalty model
asserts that satisfied customers are more likely to develop a positive attitude toward the brand.
This positive sentiment not only influences their repeat purchase intentions but also fosters a sense
of trust and commitment. Satisfied customers often become brand advocates, engaging in positive
word-of-mouth and contributing to the brand's reputation. Over time, these positive interactions
create a psychological attachment to the brand, leading to sustained brand loyalty. Loyalty, in this
context, goes beyond mere repeat purchases; it involves a deep-seated commitment and a
willingness to choose the brand consistently in the face of competing alternatives. Understanding
the nuanced interplay between satisfaction and loyalty is crucial for businesses aiming to cultivate
enduring relationships with their customer base.

H1: Brand satisfaction has a positive impact on brand loyalty.

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Brand Satisfaction and Emotional Brand Attachment

The link between brand satisfaction and emotional brand attachment is rooted in the
emotional resonance created through satisfying experiences. Thomson et al. (2005) propose that
satisfied customers are more likely to form emotional connections with a brand. This emotional
attachment goes beyond the functional benefits of a product or service; it involves the consumer's
emotional response to the brand's values, identity, and overall brand experience. Positive emotions
associated with satisfaction, such as joy or contentment, become intertwined with the brand,
fostering a sense of loyalty and attachment. Understanding the emotional nuances that contribute
to brand attachment is essential for marketers seeking to create meaningful and lasting
relationships with their customers. Emotional brand attachment becomes a powerful driver for
customer retention, as consumers are more likely to stay connected to a brand that elicits positive
emotional responses.

H2: Brand satisfaction has a positive impact on emotional brand attachment.

Brand Satisfaction and Brand Love

The journey from brand satisfaction to brand love is characterized by a transformation from
rational evaluation to emotional connection. Fournier's (1998) exploration of consumer-brand
relationships emphasizes that satisfied consumers are more likely to transition to a state of brand
love. Brand love represents a deep and enduring emotional connection that surpasses transactional
satisfaction. It involves a profound affection and passion for the brand, where the consumer
identifies with the brand's values and sees it as an integral part of their lifestyle. Satisfaction serves
as the foundation for this emotional transformation, as positive experiences build a reservoir of
goodwill that culminates in the consumer's love for the brand. For businesses, understanding the
emotional dimensions of brand love is crucial for cultivating a devoted customer base, as love-
driven consumers are more likely to exhibit brand advocacy and withstand external pressures that
might tempt them to switch brands.

H3: Brand satisfaction has a positive impact on brand love.

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Emotional Brand Attachment and Brand Love

The intricate relationship between emotional brand attachment and brand love lies in the
depth of emotional engagement. Park et al. (2010) posit that emotional connections with a brand
create a sense of intimacy, passion, and affection, laying the groundwork for brand love. Emotional
brand attachment involves a consumer's deep and enduring emotional connection with a brand,
often driven by shared values, experiences, or symbolic meaning. As this emotional attachment
intensifies, it transforms into brand love—a state where the consumer not only feels emotionally
connected but also exhibits a profound affection for the brand. This affectionate bond goes beyond
functional attributes, encompassing the brand's symbolic and experiential dimensions.
Understanding the progression from emotional brand attachment to brand love provides marketers
with insights into cultivating emotional resonance and fostering a community of passionate brand
advocates.

H4: Emotional brand attachment has a positive impact on brand love.

Emotional Brand Attachment and Brand Loyalty

The impact of emotional brand attachment on brand loyalty is pivotal for building a
sustainable customer base. Batra et al. (2012) emphasize that emotionally attached consumers are
more likely to exhibit loyalty through repeated purchases and positive word-of-mouth. Emotional
brand attachment creates enduring ties that go beyond the transactional aspects of loyalty. It
involves a commitment that is fueled by the emotional connection consumers feel with the brand.
Consumers who are emotionally attached are more likely to overlook competitive offerings and
remain devoted to the brand over time. This loyalty is not solely based on rational decision-making
but is deeply rooted in the emotional satisfaction derived from the brand. For businesses,
recognizing and nurturing emotional brand attachment becomes a strategic imperative for fostering
brand loyalty and creating a resilient customer base.

H5: Emotional brand attachment has a positive impact on brand loyalty.

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Brand Love and Brand Loyalty

Brand love emerges as a potent predictor of sustained brand loyalty, encompassing a

profound emotional and attitudinal commitment. Carroll and Ahuvia (2006) argue that consumers
who love a brand are more likely to remain loyal over time. Brand love is characterized by intense
emotional involvement, passion, and a sense of connection that transcends rational considerations.
Consumers who love a brand not only continue to make repeat purchases but also become
advocates, actively promoting the brand to others. The emotional intensity associated with brand
love creates a strong barrier against competitive influences and external pressures. Loyalty, in this
context, is not just a behavioral outcome but a reflection of the emotional bond consumers share
with the brand. Understanding the dynamics between brand love and loyalty enables businesses to
craft strategies that prioritize emotional engagement, fostering a customer base that is not easily
swayed by market fluctuations or competitive offers.

H6: Brand love has a positive impact on brand loyalty

The intricate relationships between brand satisfaction, emotional brand attachment, brand love,
and brand loyalty represent a continuum of consumer-brand interactions. These dynamics
highlight the need for businesses to go beyond transactional satisfaction and understand the
emotional bridges that lead to enduring and loyal customer relationships. Successful brands
navigate this journey by creating positive emotional experiences, fostering brand attachment, and
ultimately cultivating a community of passionate brand advocates.

3. Research Methodology

This research follows a quantitative methodology to examine the cause and effect of overall
brand quality on customers’ overall brand loyalty. The research study is based on deductive logic
and the approach were applied to test the SERVQUAL model’s theoretical application
(Parasuraman et al., 1988) after practical statistical inferences.

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 The primary data was collected from 210 online respondents through convenience sampling.
The respondents were requested to fill the research form on voluntary basis. A sample size of 210
respondents was taken under consideration to test the hypothesis, regression analysis and internal
consistency of information. We target Pakistani consumers to understand customer brand
preferences.

The nature of the study is exploratory, as it aims to understand and describe the emotional
bridges in the process of transitioning from satisfaction to loyalty.
The study involve collecting data from Pakistani consumers, through surveys and interviews, to
investigate their emotional attachment to brands, the role of brand love in building loyalty, and the
factors that contribute to this process. Parasuraman et al. (1988) managed to develop the
SERVQUAL model, which we have ultimately employed it in our research ((Chikazhe et al.,
“Effect of hotel overall service quality on customers’ attitudinal and behavioral loyalty
perspectives from Zimbabwe.” (Nyagadza, B., Mazuruse, G., Muposhi, A., & Chigora, F. (2022).

Reliability of each factor in the instrument was tested using where each value was required to be
at least 0.5, as this is suggested to be a sufficient reliability score Cronbach’s alpha. To assess
validity, content, discriminant and predictive validities were tested and the researchers used
content validity to look into the fitness and link of the research subjects to the theoretical
underpinnings (Riza Casidy, 2022)

3.1 Sampling Technique & Procedure

Sampling will proceed online randomly from Bahria University Karachi, Pakistan.

3.2 Sample Size

A sample size of 210 respondents was taken under consideration.

3.3 Method of Data Collection & Procedure

Selection criteria in these populations are also continuous use of the brand and non-switching
over a long period (considering that the consumer has the ability to switching the brand) or the

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consumers’ emotional declarations about the brand, and in some studies, access to individuals
has been the criterion of choice. Therefore, the same approach was used in this study to select the
target population, and the students were selected as the target population.Using Non-convenient
purposive sampling, the responses were collected from the students of Bahria University,
Karachi Campus, Sindh, Pakistan and outside of university online. The descriptive characteristics
of the respondents are presented in Table 2.
Gender (%) Age % Education %
Male 40.9% 18-23 75.2% Employee 26.9%
Female 60.1% 23-31 21.9% Students 58.7%
Other - 31-40 2.9% Own Business 14.4%

3.4 Data Analysis

The 210 sample size questionnaire was design to conduct the survey and it was conducted online.
The minimum age was In the age of 17, the respondents was 1% and at the age of 18-23,
respondents were 75.2%, In the age of 23-31, the respondents were 21.9%, In the age of 31-40,
the respondents was 2.9%.

3.5 Research Findings

The findings show that contentment is a key factor in explaining why customers are loyal to
businesses, which has managerial consequences. Therefore, it is critical that managers understand
the strategic significance of the customer satisfaction variable and develop expansion and
improvement strategies that are designed to increase customer happiness. Additionally,
consumers’ emotional attachment to the brand leads to their love for the brand. Therefore, brand
managers must remember that when a consumer purchases a brand, they associate it with their
personality. Therefore, the product should be advertised in a way that allows it to set its customers
apart from those of other brands.

In this study, the impact of emotional attachment is a continuous process of shifting from loyalty
to satisfaction in terms of the strength of the connection. However, in a relationship, quality of the
connection as well as the intensity of the connection plays an important role to provide the right

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transition and direction from satisfaction to loyalty. Therefore, relationship quality can be further
explored using brand trust and commitment characteristics in further research. As a result, trust
and commitment may act as a medium in the interaction between emotional attachment and
fulfillment.

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