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.


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.


BRUNO SUTIL, Sao Paulo School of Business Administration FGV-EAESP
Delane Botelho, EAESP-FGV, Brazil
Diógenes Bido, Machenzie


NA - Advances in Consumer Research Volume 48 | 2020

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