Author(s): Saradhi Gonela and Ramkrishna Dikkatwar
Brand Love is described as a strong emotional connect a satisfied consumer has towards a particular brand (Carroll and Ahuvia, 2006; Kalyoncuo??lu, 2017). Kevin Roberts’ (2004) work ‘Lovemarks: The Future Beyond Brands’, had intensified academic research on brand love. Further many authors have further explored and examined various dimensions of brand love Brand Love, for instance Batra et al. (2012) described seven dimensions of brand love. Similarly, Fournier (1998) observed hat brand love turns loyal customers into advocates or influencers. Further, Carroll and Ahuvia (2006) concluded that brand love is associated with positive word of mouth and brand loyalty. However, Polat and Çetinsöz (2021) object that little research has been carried out in this area. Taking the que from their work, this study aims to explore research in the area of Brand Love with four research questions through a structured bibliometric analysis to figure any commonalities (Pritchard, 1969 and Broadus, 1987). Articles for bibliometric analysis are sourced from Scopus, which reveals 379 documents published between 2006 and 2022. It is observed that this topic garnered traction among researchers from 2014-2015. Bagozzi R.P. and Batra R are that most influential authors with highest citation per document as they have 328.6 citations per document, along with Wallace E and Ahuvia A, Fetscherin M., Kaufmann H.R., Sarkar A., Loureiro S.M.C., Rauschnabel P.A., and Rauschnabel P.A. Two dimensions of brand love are studied: one dimension dealing with the customers’ emotions after using the brand with words. The second dimension is related to the customer attitude towards the brand.