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The Personality of Brand Lovers

In: Consumer Brand Relationships

Author

Listed:
  • Philipp Rauschnabel
  • Aaron Ahuvia
  • Björn Ivens
  • Alexander Leischnig

Abstract

In everyday conversation, people frequently talk about ‘loving’ products, brands, and consumption activities such as skiing or eating out at restaurants. Previous studies have found that talk about love is more than a colorful figure of speech (Ahuvia, 1993). There is mounting evidence that consumers use mental schemas and processes such as love not only in interpersonal contexts (“I love you”) but also in consumption contexts (“I love my car”) (Aaker, 1997; Ahuvia, 2005; Batra et al., 2012; Fournier, 1998). Brand love is a legitimate form of love alongside romantic love, parental love, friendship love, unrequited love, and other types of love. Henceforth, we will use the term ‘brand love’ in a very general way, to refer to the love of brands (including nonprofit brands), products and services, product categories (e.g., cell phones, fashion), as well as specific products (i.e., a particular consumer’s cell phone).

Suggested Citation

  • Philipp Rauschnabel & Aaron Ahuvia & Björn Ivens & Alexander Leischnig, 2015. "The Personality of Brand Lovers," Palgrave Macmillan Books, in: Marc Fetscherin & Tobias Heilmann (ed.), Consumer Brand Relationships, chapter 5, pages 108-122, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-42712-0_6
    DOI: 10.1057/9781137427120_6
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    Citations

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    Cited by:

    1. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    2. Charles Touma & Anita D. Bhappu, 2023. "To Share or Not to Share: A Framework for Understanding Coworker Collaborative Consumption," Merits, MDPI, vol. 3(2), pages 1-14, April.
    3. Pinaki Roy & Kapil Khandeparkar & Manoj Motiani, 2016. "A lovable personality: The effect of brand personality on brand love," Journal of Brand Management, Palgrave Macmillan, vol. 23(5), pages 97-113, September.
    4. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    5. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    6. Richard P. Bagozzi & Rajeev Batra & Aaron Ahuvia, 2017. "Brand love: development and validation of a practical scale," Marketing Letters, Springer, vol. 28(1), pages 1-14, March.

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