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Essay On Brand Love

963 Words4 Pages

The first study about the topic love in consumption was made by Shimp and Madden (1988). In their findings, the authors suggested that the nature of a consumer`s relationship with a brand is based on liking, yearning and decision. In the article "These Are A Few of My Favorite Things" Toward an Explication of Attachment as a Consumer Behavior Construct (Schultz, Kleine, & Kernan, 1989) the authors studied the attachment of individuals to objects that they possess, the authors found that love was the second must used word by consumers when they reported their feelings about objects that they feel strong attachment. Since this pioneer studies, the love that consumers can feel related to objects have being largely studied.
Brand love is the degree of passionate emotional attachment a satisfied consumer has for a particular trade name. Brand love includes passion for the brand, attachment to the brand, positive evaluation of the brand, positive emotions in response to the brand, and declarations of love for the brand (Carroll & Ahuvia, 2006). Brand love is a more intense feeling than liking, it involves an integration of the brand into consumer`s sense of identity (Carroll & Ahuvia, 2006).
Love objects help consumers to resolve identity conflicts and …show more content…

Having frequent interactions with, or thoughts about, a brand is an important aspect of brand love. Brand love requires a long-term relationship and is highly connected to positive evaluation of the brand (Batra, Ahuvia & Bagozzi, 2012). Batra et. al (2012) discovered some important outcomes of Brand love: greater brand repurchase intentions, willingness to pay a higher price, engagement in positive WOM, and resistance to negative

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