Although this interest suggests that brand love is an important marketing topic, little agreement exists as to what brand love is (see Albert, Merunka, and Valette-Florence
2008). Various definitions of brand love suggest that it has anywhere from 1 (Carroll and Ahuvia 2006) to 11 dimen- sions (Albert, Merunka, and Valette-Florence 2008), with most studies presenting differing conceptualizations. This disagreement persists in large measure because, as we dis- cuss subsequently, most marketing studies have omitted the exploratory work needed in the early stages of research to establish the boundaries and contents of the key construct (Lincoln and Guba 1985). Instead, prior work has primarily substituted the vast psychological literature on interpersonal love (e.g., Aron and Westbay 1996; Sternberg 1986) and/or attachment (e.g., Bowlby 1979) for foundational exploratory research on brand love.