<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1317-0570</journal-id>
<journal-title><![CDATA[Telos]]></journal-title>
<abbrev-journal-title><![CDATA[Telos]]></abbrev-journal-title>
<issn>1317-0570</issn>
<publisher>
<publisher-name><![CDATA[Universidad Dr. Rafael Belloso Chacín]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1317-05702025000200449</article-id>
<article-id pub-id-type="doi">10.36390/telos272.04</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[THE POWER OF LOVE: HOW CONSUMER-BRAND BONDS INFLUENCE WOM AND SWITCHING INTENTION]]></article-title>
<article-title xml:lang="es"><![CDATA[El poder del amor: como el vínculo consumidor-marca influye en la recomendación boca a boca y en la intención de cambio de marca]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Santos]]></surname>
<given-names><![CDATA[Mauricio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Schlesinger]]></surname>
<given-names><![CDATA[Walesska]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,University of Valencia  ]]></institution>
<addr-line><![CDATA[Valencia ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,University of Valencia Faculty of Economics Department of Marketing and Market Research]]></institution>
<addr-line><![CDATA[Valencia ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2025</year>
</pub-date>
<volume>27</volume>
<numero>2</numero>
<fpage>449</fpage>
<lpage>473</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_arttext&amp;pid=S1317-05702025000200449&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_abstract&amp;pid=S1317-05702025000200449&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://ve.scielo.org/scielo.php?script=sci_pdf&amp;pid=S1317-05702025000200449&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The digital marketing transformation phenomenon has recently attracted significant attention, driven by digitalization and the need for new conceptual frameworks. This study investigates the role of consumers' sense of brand community, brand integrity, and brand interaction in shaping brand love. Additionally, it examines the impact of brand love on switching intention and the intensity of word-of-mouth communication. A survey involving 279 participants was conducted in the context of streaming television services using a convenience sample. This research comprises two studies. In Study 1, hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). Study 2 conducted a hierarchical cluster analysis. The results confirm the antecedents proposed for brand love. Additionally, brand love was found to have a highly significant effect on word-of-mouth intensity. The current study highlights the direct influence of integrity, sense of brand community and interaction on brand love. In addition, it encounters the significant role brand love plays in evoking WOM intensity. Furthermore, the present study identifies four groups to categorize brand lovers in a cluster analysis.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El fenómeno de la transformación del marketing digital ha atraído recientemente una atención significativa, impulsado por la digitalización y la necesidad de nuevos marcos conceptuales. Este estudio investiga el papel del sentido de comunidad de marca, la integridad y la interacción de marca por parte de los consumidores en el desarrollo del amor a la marca. Igualmente, examina el impacto del amor a la marca en la intención de cambio y la intensidad de recomendación boca a boca. Se realizó una encuesta a 279 participantes en el contexto de los servicios de televisión por streaming utilizando una muestra de conveniencia. Esta investigación involucra dos estudios. En el estudio 1 las hipótesis se probaron las hipótesis utilizando un modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM). En el estudio 2 se realizó un análisis de conglomerados jerárquico. Los resultados confirman la influencia de los antecedentes del amor hacia la marca. También, se confirmó que el amor a la marca tiene un efecto significativo en la intensidad de recomendación boca a boca. El estudio actual destaca la influencia directa de integridad, sentido de comunidad e interacción de marca en el amor a la marca. Más aun, se descubre el rol que desempeña el amor a la marca a la hora de propiciar intensidad de recomendación boca a boca. Además, a través de un análisis cluster se identifican cuatro grupos que categorizan a los amantes de la marca.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[brand love]]></kwd>
<kwd lng="en"><![CDATA[streaming service]]></kwd>
<kwd lng="en"><![CDATA[word-of-mouth intensity]]></kwd>
<kwd lng="en"><![CDATA[switching intention]]></kwd>
<kwd lng="en"><![CDATA[brand community]]></kwd>
<kwd lng="es"><![CDATA[amor a la marca]]></kwd>
<kwd lng="es"><![CDATA[servicio de streaming]]></kwd>
<kwd lng="es"><![CDATA[intensidad de recomendación boca a boca]]></kwd>
<kwd lng="es"><![CDATA[intención de cambio]]></kwd>
<kwd lng="es"><![CDATA[comunidad de marca.]]></kwd>
</kwd-group>
</article-meta>
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