How deep is your love? The brand love-loyalty matrix in consumer-brand relationships
通过实验（465人）研究品牌爱与忠诚的关系，发现消费者可以爱品牌但不忠诚，品牌爱比忠诚更能提升品牌资产，但品牌背叛会削弱两者，并提供了品牌爱-忠诚矩阵和决策树指导大众奢侈品品牌策略。
Brand love is an often ignored, yet important dimension in consumer-brand relationships. Especially consumer-brand relationships with masstige brands that are hedonic and symbolic in nature. Using an experimental design (n = 465), this study investigated the interplay between brand love and brand loyalty, and its impact on brand equity. Contrary to current literature, the findings indicate that consumers can develop brand love without being loyal to a brand and can exhibit high brand love without purchasing from the brand. Brand love had a greater impact on brand equity than brand loyalty, and both brand love and brand equity diminished when consumers experienced brand betrayal. The brand love-loyalty matrix shows the interplay between these constructs for masstige brand relationships and can be used to increase market share. Finally, a decision tree is provided to guide the growth decisions of luxury brands who want to embark on a masstige strategy.