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

Share Proceeding

Featured papers

See More


H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

Read More


The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More


B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.