30 Apr Brand love
Brand love is defined as a consumer’s emotional attachment to and identification with a particular trade name or a brand (Aro et al., 2018; Carroll and Ahuvia, 2006). Brand love encompasses an individual consumer’s passion and excitement with a brand. Emotional attachment to a brand indicates an individual’s emotional bond with the specific object, and separation from the brand can result in distress (Thomson et al., 2005).
Brand love results from the long-term relationship with a brand, with a focus on affective component integrated with consumers’ brand identity (Carroll and Ahuvia, 2006; Huber et al., 2015). Affection is composed by positive and strong emotions experienced by consumers when using a brand (Long-Tolbert and Gammoh, 2012; Langner et al., 2015). The relationship between a brand and a consumer is analogous to the relationship between romantic partners (Fournier, 1998). Such relationship adds meaning to their lives and contributes to the individuals’ self-concept (Bairrada et al., 2018).
However, not every consumers fall in love with a brand at the first sight, as in interpersonal relationships, there are different patterns of consumers’ brand love. Some consumers fall in love with the brand very quickly, just like the love at the first sight, whilst it takes time for others to experience everything before they develop affection toward the brand (Langner et al., 2016).
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- Langner, T., Schmidt, J., Fischer, A., 2015. Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love. Psychol. Market. 32, 624 –634.
- Langner, T., Bruns, D., Fischer, A., Rossiter, J., 2016. Falling in love with brands: a dy-namic analysis of the trajectories of brand love. Market. Lett. 27, 15 – 26.