Brand Love

• Published in: Journal of marketing Vol. 76; no. 2; pp. 1 - 16
• Main Authors: Batra, Rajeev, Ahuvia, Aaron, Bagozzi, Richard P.
• Format: Journal Article
• Language: English
• Published: Chicago American Marketing Association 01.03.2012; Publications Group of the American Marketing Association; SAGE PUBLICATIONS, INC
• Subjects: Attitude strength; Beziehungsmarketing; Brand loyalty; Brands; Consumer behavior; Consumer research; Desire; Emotion; Emotional attachments; Grounded Theory; Love; Markenführung; Markentreue; Marketing; Mathematical models; Passion; Prototypes; USA

Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements...