I may be a twin but I’m one of a kind

Abstract

Purpose – The aim of this paper is to critically review the most significant writings on “two” constructs that have quickly acquired the status of “important marketing topics”; that is, brand attachment (BA) and brand love (BL). Design/methodology/approach – A profound and parallel inspection of highly influential articles along with ensuing essays by the same single authors is performed. Findings – This review reveals that: hardly a year goes by without some reinventions or retouching of these constructs’ conceptual characteristics; there are several striking similarities between them; the politics of marketing theory are at work in keeping these constructs away from each other; the literature under scrutiny not only suffers from amnesia, but also from some severe schizophrenic symptoms; and that BA and BL are nothing more than the same core knowledge product offered under different brand names. Research limitations/implications – This review is limited to considering the constructs of BA and BL. Originality/value – Because the literature on BA and BL has been essentially empirical, this paper has the potential to add a compulsory conceptual component to it. It also has the potential of instigating discussions, debates and, in due course, a deeper understanding of these “two” constructs.