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

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.


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.


Hieu Nguyen, California State University, Long Beach, USA
Doug Grisaffe, The University of Texas at Arlington, USA


NA - Advances in Consumer Research Volume 36 | 2009

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