With growing number of hotel brands in the market, the lodging industry is facing intense
competition more than ever, and managers are realizing the importance of developing
strong customer–brand relationship. As a result, the concept of brand love is gaining
increased attention in hospitality literature and academics are examining various
antecedents of this concept. However, among prior studies' exploration of its antecedents,
the relationship between engagement process and brand love has been relatively …

Throughout hospitality literature the idea of brand love is constantly being examined, as are
numerous perspectives throughout sociology. But the relationship between engagement
process and brand love has been largely overlooked. Findings pointed out the necessary
and sufficient requirements for the cognitive relationship to establish affection, passion and
commitment, each of the three dimensions of the brand's love. Furthermore, the research
shows that cognitive engagement needs to be accompanied by cognitive belief in order to …