Head, Hand, Heart: a Videographic Exploration of Functional and Emotional Aspects of Brand Relationships

Christie Nordhielm, University of Michigan
Tonya Williams, University of Notre Dame
This video ethnography examines consumer-brand relationships in the context of functional and emotional involvement with the brands. Consumers who consider themselves brand loyal describe brand relationships using different language depending on their level of involvement with the brand and the nature of that involvement. Consumer-brand relationships are examined at three levels: high involved emotional (heart), high-involved functional (head) and low-involved/habitual (hand). Findings have implications regarding the nature of brand loyalty, brand learning, and competitive branding strategy.
[ to cite ]:
Christie Nordhielm and Tonya Williams (2008) ,"Head, Hand, Heart: a Videographic Exploration of Functional and Emotional Aspects of Brand Relationships", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 176-180.