Brand love has received considerable attention in the past few years. This study focuses on social adjustive as a potential antecedent of brand love. This study also examines the contingent roles of brand love and brand identification in the relationship between social adjustive and brand relationship outcomes such as brand loyalty and positive word of mouth (WOM). Findings reveal that social adjustive is significantly related to brand love and brand relationship outcomes; and that brand love partially mediates the relationship between social adjustive and brand relationship outcomes. Further, brand identification is found to elevate the positive relationship between social adjustive and brand love, but not between social adjustive and brand relationship outcomes. These results lead to several theoretical and managerial implications.

ABSTRACT
 Introduction
 Theoretical development
 Methods
 Results
 Discussions and conclusion
 References available upon request

• Tri D. Le(RMIT University, Australia & International University, VNUHCM, Vietnam)
• Tai Anh Kieu(Independent researcher, Vietnam)