“Brand love goes through the interactive brand community”: the role of member-to-member emotional bonds

Purpose This study aims to broaden the extant body of knowledge on brand love (BL) by examining scarcely researched direct and indirect psychological, emotional and affective antecedents. Using the media system dependency theory, BL theory and the attachment theory as frameworks, an explanatory model of BL in online brand communities is proposed. Design/methodology/approach Data from 311 Land Rover owners participating in online brand communities were analysed using structural equation modelling. Findings Emotional and member-to-member bonds trigger a strong attachment to the brand community. Community attachment positively affects brand community love (BCL), which acts as a key mediator in strengthening the customer–brand relationship. Alongside BCL, brand community dependency reinforces BL, highlighting the fundamental role of emotional dynamics within brand communities. Research limitations/implications The findings are limited by the cross-sectional nature of the survey approach and the majority of male participants in the sample. Brand community managers should foster the attachment, love and dependency of the community members by creating opportunities for fun, interaction and communication, as well as by keeping them informed about brand-related issues. Originality/value The study develops a model that deepens into the causes of BL in a brand community setting, thereby extending the BL concept to consumer groups. In addition, the research explores the individual’s dependency on a brand community, thus addressing the gap in the literature on media-induced emotional and affective responses.