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Some antecedents and outcomes of brand love

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  • Barbara Carroll
  • Aaron Ahuvia

Abstract

Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands. Copyright Springer Science + Business Media, Inc. 2006

Suggested Citation

  • Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
  • Handle: RePEc:kap:mktlet:v:17:y:2006:i:2:p:79-89
    DOI: 10.1007/s11002-006-4219-2
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    File URL: http://hdl.handle.net/10.1007/s11002-006-4219-2
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    References listed on IDEAS

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    1. Celsi, Richard L & Olson, Jerry C, 1988. " The Role of Involvement in Attention and Comprehension Processes," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 210-224, September.
    2. Holt, Douglas B, 1997. " Poststructuralist Lifestyle Analysis: Conceptualizing the Social Patterning of Consumption in Postmodernity," Journal of Consumer Research, Oxford University Press, vol. 23(4), pages 326-350, March.
    3. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    4. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    5. Holt, Douglas B, 1998. " Does Cultural Capital Structure American Consumption?," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 1-25, June.
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