Brand Love And Interpersonal Love

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Every customer has a feeling toward a brand; it’s called brand love. It means how much a customer is attached to a certain brand because it makes an impact and a strong relation of love between the product brand and the customer who will always stick to this brand. Consumers may experience a real feeling of love toward some brands. Two brand love scales (measurement of the feeling of love towards a brand) have been developed: 7 first order dimensions (uniqueness, pleasure, intimacy, idealization, duration, dream and memories) and 2 second order factors (passion and affection). Affection consists of duration, dream, memories, intimacy and uniqueness and the passion is about idealization and pleasure. Passion is strongly linked to positive word…show more content…
The basic key of word-of-mouth is employee-customer relationship. The following elements constitute the Brand Love Prototype: Great quality/qualities, Strongly held values and existential meaning, Intrinsic rewards, Self-identity, Positive affect, Passionate desire and a sense of natural fit, Emotional bonding and anticipated heartbreak, Willingness to invest, Frequent thought and use, Length of use. Respondents would sometimes compare brand love to interpersonal love in a way that suggested that the brand love prototype was partially based on their understanding of interpersonal love but also modified to fit a consumer context. Not surprisingly, the most widely noted difference was that brand love was often described as a less important relationship than interpersonal love. However, two other important differences emerged as well. First, while interpersonal love contained a strong element of selfless concern for the beloved, this was not found in brand love. Consumers were concerned with what the brand could do for them, not what they could do for the…show more content…
Thus, the term “brand love” refers to a consumer–brand relationship that corresponds with the brand love prototype and use the terms “brand love emotion” or “love emotion” to refer to the specific affective state called love. Features of the love prototype are grouped hierarchically. Positive attitudes play an important role in brand love. Positive attitudes about the loved brands were too global to be viewed as their own subject, in that they played a role in framing consumer discourse. The connection noted here between love and positive attitudes is a more modest version of claims made in prior research, which have gone so far as to define love as an attitude. In addition to positive attitude, brand love also displayed many characteristics of attitudinal strength. This is not surprising, because loved brands were considered very important, were related at an intense level (because they connected to deeper meanings and identities and were invested in more), were thought and talked about more, and suggested strong affective

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