Leveraging Brand Love through Brand Attachment and Brand Aspirations: A Triangular Theory of Love Extension

Purpose: The goal of this study is to evaluate how brand attachment and brand aspirations operate as mediators between brand competence and brand love. Theoretical and conceptual literature on brand competency, brand aspiration, brand attachment, and brand love were highlighted in this study. Design/Methodology/Approach: Through the use of mediators, the study examined the relationship between brand competency and brand love. Seven hypotheses were advanced, and 298 questionnaires were used to evaluate the association between the constructs using Amos 22.0 and SPSS 25.00. Findings: The results of the study demonstrated that brand competency has a strong impact on brand attachment and brand aspiration, indicating that the idea of love is useful in fostering ties between consumers and brands. The study connects the setting of beauty brands with brand aspiration and brand competency. Our findings imply that marketers must consider the relationship between a brand and its customers, and businesses should treat brands like real beings. Implications/Originality/Value: The study connects the setting of beauty brands with brand aspiration and brand competency. Developing brand competency will have a favorable effect on the brand's overall relationship with customers. By improving brand competency, strategic managers can obtain insights into product offerings that result in brand attachment and brand aspiration.