Unveiling the Impact of Interpersonal Interactions on Brand Love: Insights from a Dual-Path Framework

Abstract

The question of how to build meaningful relationships between customers and service brands has received considerable attention. Yet the academic literature has largely focused on customer–employee (C-E) relationships; less is known about interactions between customers themselves, especially in shaping brand love. Building on social exchange theory and social identity theory, this study explores brand love formation through a dual-path framework: C-E interaction and customer–customer (C-C) interaction. Data from a sample of 311 respondents were processed using partial least squares structural equation modeling. This analysis, which centers on the theme park context, specifies the underlying mechanisms of C-E and C-C interaction paths that lead to brand love. This study explores both C-E and C-C interactions simultaneously and enlarges the body of knowledge on customer experience management. The findings also provide implications for tourism organizations and destinations.