Since loyalty in services remains elusive and unpredictable, there is need to study consumer relationships with firms apart from the established satisfaction-loyalty chain approach. To that end, the present paper focuses on feelings of attachment and love and investigates through two empirical...

This experiment examined the influence of corporate responsibility on consumer-firm emotional attachment. Scenarios were created to manipulate corporate responsibility including domains like environmental protection, treatment of employees and charitable giving. Importantly, in contrast to past...

Brands enjoy significant benefits with emersion in emotionally strong relationships. These benefits include positively biased brands perceptions, devaluation of alternatives, true brand loyalty, and positive word-of-mouth communication, among others. The present study investigates the phenomenon...