Brandi Love Lia Lor Upd Direct

Update on Brandi Love and Lia Lor

Mediation:

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Abstract

Brand love—a deep, passionate attachment that consumers develop toward a brand—has emerged as a pivotal construct in contemporary consumer‑behaviour research. While the antecedents and outcomes of brand love have been extensively examined, comparatively little is known about how this affective bond translates into User‑Perceived Delight (UPD), a momentary yet powerful experience of joy, surprise, and satisfaction during brand interactions. This paper integrates the literature on brand love, emotional branding, and experiential marketing to propose a comprehensive conceptual model linking brand love to UPD through three mediating mechanisms: Self‑Expression, Social Identity, and Functional Fulfilment. An empirical study (N = 642) employing structural‑equation modelling (SEM) validates the model across three distinct product categories (luxury fashion, consumer electronics, and fast‑moving consumer goods). Findings reveal that brand love significantly predicts UPD (β = 0.42, p < .001), with self‑expression emerging as the strongest mediator. The paper concludes with theoretical contributions, managerial implications for cultivating delight‑centric brand experiences, and directions for future research. Update on Brandi Love and Lia Lor Mediation: