UNDERSTANDING THE INTERPLAY BETWEEN CONSUMER EMOTIONS AND BRAND RELATIONSHIPS: A SYNTHESIS OF PREVIOUS LITERATURE

Tsvetelina Vladimirova

doi:10.37075/JOMSA.2026.1.11

Authors

Tsvetelina Vladimirova University of National and World Economy, Sofia, Bulgaria https://orcid.org/0009-0003-0348-8769

DOI:

https://doi.org/10.37075/JOMSA.2026.1.11%20

Keywords:

consumer emotions, branding, brand relationships

Abstract

This article presents a literature review dedicated to the interplay between consumer emotions and brand relationships. For the purpose of this analysis, more than thirty-five papers have been reviewed. The earliest studies date back to 1987 and the latest to 2025. The existing literature is organized into two main categories. The first broad group focuses on how consumer emotions influence brand performance. Among such publications, brand loyalty is the main focus. The second group examines the role of emotions in the interaction and experience consumers have with a brand. Over the last three decades, authors have presented various perspectives on the subject. The consensus, however, is that emotions have a crucial role in shaping the consumer-brand bond. Positive emotions lead to measurable outcomes, such as brand loyalty. By contrast, negative emotions can cause negative word of mouth, brand switching and even retaliation.

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