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In an era where markets are saturated with homogeneous functional offerings, brands increasingly compete on the emotional plane (Keller, 2021). —the intense, passionate attachment a consumer feels for a brand (Batra, Ahuvia, & Bagozzi, 2012)—has been linked to higher willingness to pay, advocacy, and loyalty (Albert & Merunka, 2013). However, the micro‑moment experience of delight—defined here as User‑Perceived Delight (UPD) , the spontaneous feeling of joy and surprise that arises during brand interaction (Hassouneh & Brengman, 2020)—remains under‑explored within the brand‑love literature. brandi love lia lor upd