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Licensed Unlicensed Requires Authentication Published by De Gruyter December 14, 2019

Relevance of the Higher-Order Brand Love Prototype in a Service Context

Rosa E. Rios , Hernan E. Riquelme EMAIL logo and Abdulaziz Sinno


A third-order composite model of brand love prototype is tested using Partial Least Squares (PLS) in a service consumption business: branded coffee outlets. Notable differences are found between the brand love prototype for products reported in literature and a service. The differences reside in the self-brand integration dimension, long-term relationship, and attitude valence. The self-brand integration dimension appears to carry little weight, compared to all the other dimensions of the brand love prototype, in the service. Consumers purchase products that self-enhance their own image, but for services, the self-brand integration may be more challenging to be perceived as relevant.


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Published Online: 2019-12-14

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