Broaden-and-build theory in marketing research: a comprehensive systematic literature review using the TCCM framework

Purpose - This study aims to conduct a systematic literature review on the Broaden-and-Build theory (BBT) in marketing to consolidate its applications, examine its impact on consumer behavior and outline directions for future research. Design/methodology/approach - Using the theory, context, characteristics, methodology framework, the authors analyzed 75 peer-reviewed articles from Scopus spanning 2000-2023. This review categorizes BBT's integration in marketing, examining methodological trends, variable relationships and domain applications to reveal current research gaps. Findings - Results indicate a growing integration of BBT in consumer behavior research, identifying six key application categories (e.g. brand loyalty and digital engagement) and eight recurring themes (e.g. cognitive broadening and resource-building). The findings show that, although BBT's focus on positive emotions is established in traditional marketing, gaps remain in digital marketing, sales and tourism/hospitality, especially regarding BBT's unique cognitive and resource-building effects on consumer engagement. Research limitations/implications - This review's focus on English-language, peer-reviewed sources may limit comprehensiveness. Practical implications - This study offers actionable strategies for marketers to apply BBT, suggesting the design of emotionally resonant campaigns that enhance digital engagement, foster brand loyalty and maximize consumer well-being. Originality/value - This paper maps BBT's underexplored domains in marketing, emphasizing its theoretical and practical applications. It uncovers the relationship between positive emotions and consumer engagement, demonstrating how BBT can inform effective marketing strategies in areas such as digital engagement and brand loyalty, thus offering a roadmap for future research.