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Loving a Brand: Empirical Investigation of Consumer-Brand Love Relationship

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  • Abhigyan Sarkar

    (ICFAI University, Dehradun, India)

Abstract

Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping motive and dominant in case of few hedonic products. However, marketers can develop a lovable brand in a utilitarian product category also by carrying out emotional advertisements. This article empirically shows that perceived product category hedonism has significant positive impact on brand love, where, perceived product utilitarianism has no significant impact on brand love.

Suggested Citation

  • Abhigyan Sarkar, 2012. "Loving a Brand: Empirical Investigation of Consumer-Brand Love Relationship," International Journal of Applied Behavioral Economics (IJABE), IGI Global, vol. 1(3), pages 28-38, July.
    • Handle: RePEc:igg:jabe00:v:1:y:2012:i:3:p:28-38
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