Brand Love In Marketing

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…show more content…
Social Media Marketing Consumers use internet for information seeking, entertainment, and social aspects (Stafford, Stafford, & Schkade, 2004). People perform a variety of activities online, such as, consumption of information and entertainment, participation in social interaction and community development, and production of self-expression and self-actualization (Shao, 2009). Consumers uses social media to collaborate with each other and share their experience. Companies should try to participate more in their customers’ social media activities, in order to understand the impact of these on their brand image and also to facilitate interaction with potential customers (Heinonen,…show more content…
It is possible that Facebook marketing can have impact in brand love, because the emergence of online media has facilitated the development of eWOM (Chu & Kim, 2011). Social media marketing is increasing importance in the past years and eWOM branding via social network sites is seen as a necessary element in the promotional mix and trust, normative influence and informational influence are positively associated with SNS users’ overall eWOM behavior on their favorite site (Chu & Kim, 2011). Chu and Kim (2011) found that social network site users tend to gather valuable information about products from others with knowledge of those products, and it may also encourage users’ eWOM behavior on these sites. When a customer is attached to a brand, it has positive impact on eWOM, because customers who are involved to a brand are more likely to interact about the brand online (Wolny & Mueller, 2013). Customer engagement turns customers into fans. But for customers to become fans they have to progress through the stages of the customer engagement cycle (Sashi,
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