Falling in Love With Brands: an Inductive Qualitative Exploration of Pathways to Emotional Attachment

Hieu Nguyen, California State University, Long Beach, USA
Doug Grisaffe, The University of Texas at Arlington, USA
The purpose of our paper is to explicate a set of underlying psychological mechanisms that consumers themselves cite as reasons for developing and exhibiting devoted emotional attachment to brands (EAB). Using inductive textual data analysis, we extract a set of “pathways” by which consumers become emotionally attached to brands – attachments that lead to consistent repurchase over long periods of time. We frame EAB specifically in light of recent work on consumer-brand relationships, and provide representative exemplars of the customer comment data from which we drew our results and interpretations.
[ to cite ]:
Hieu Nguyen and Doug Grisaffe (2009) ,"Falling in Love With Brands: an Inductive Qualitative Exploration of Pathways to Emotional Attachment", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 869-869.