John Wiley and Sons. Thereby, customer engagement have been developed from several marketing theories, such as the expanded domain of relationship marketing Morgan and Hunt,or the service-dominant logic perspective Vargo and Lusch,Vargo and Lusch, ; whilst brand love is based on theories from the psychology domain, such as the triangular theory of interpersonal love Sternberg, If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced. The effects of brand image and brand identification on brand love and purchase decision making: In marketing, a product is anything that can be offered to a market that might satisfy a want or need.certain. mensional constructs (Berry et al. ; Parasuraman et al. ), but there is no cheap are updated weekly using participating publisher data.