Understanding the brand love research from 2002-2024: a scoping review and future research agenda

Purpose This study aims to conduct a comprehensive scoping review examining the evolution of brand love in consumer-brand relationship research. By systematically analysing literature across four distinct time periods, it clarifies conceptual boundaries and synthesises current themes, theories, contexts, methods and future directions. Design/methodology/approach Following preferred reporting items for systematic reviews and meta-analyses guidelines, this research reviews 569 Scopus articles (2002–2024) using Biblioshiny (Bibliometrix-R) and VOSviewer. The study employed various techniques, including performance analysis, bibliographic coupling and keyword co-occurrence and divided the dataset into four periods. Literature is then categorized within the theories, contexts and methodology (TCM) framework using the time-period-based approach. Findings The results revealed significant growth in research on brand love, drawing increasing interest from scholars and academic journals. It shows four key developments across the time periods: (1) foundational research on brand love (2002–2011), (2) expansion into emotional and digital branding (2012–2016), (3) thematic diversification and expansion (2017–2020) and (4) contemporary brand love dynamics (2021–2024). The analysis identifies the dominant theories, research contexts and methodologies characterising each period. Practical implications The study provides readers with a consolidated overview of key developments, dominant themes and emerging trends in brand love across decades, serving as a practical toolkit for both scholars and practitioners. Originality/value This paper’s uniqueness lies in segmenting the overall study period and integrating bibliometrics with TCM analyses. This review identifies critical gaps and provides a definitive intellectual roadmap, proposing a cohesive agenda for future theoretical and practical inquiries.