From brands to classical music: Broadening and deepening a brand love prototype

Love is complex phenomenon, purportedly universal with powerful motivational properties. Love objects vary, and in the consumer marketing domain brand love has received considerable attention. We broaden theory by revising a brand love prototype and applying it in a non-brand context, and we deepen theory by examining the relationship between core brand love elements and loyalty at different levels of past behaviour. Our findings show that the revised model provides an excellent representation of the data and explains 53% of the variance in loyalty for classical music concerts and we confirm that past behaviour significantly modifies the relationships between constructs in the model.