What Do You Mean By Love? Understanding Brand Love Experiences
Just as there are types of interpersonal love, there might be types or experiences of brand love. We add to the literature by developing a multidimensional differentiation scale based on the reasons people love a brand, to typify their experiences. Four factors emerged: values, identity, emotional attachment, and functionality.
Citation:
BRUNO SUTIL, Delane Botelho, and Diógenes Bido (2020) ,"What Do You Mean By Love? Understanding Brand Love Experiences", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1227-1227.
Authors
BRUNO SUTIL, Sao Paulo School of Business Administration FGV-EAESP
Delane Botelho, EAESP-FGV, Brazil
Diógenes Bido, Machenzie
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt
Featured
E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations
Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada
Featured
C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice
Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA