IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04765277.html
   My bibliography  Save this paper

What Does Loving a Brand Really Mean? A Study of French Consumers’ Love Affairs

Author

Listed:
  • Julie Boyer Dumont

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Noël Albert
  • Pierre Valette-Florence
  • Dwight Merunka
  • Clarinda Mathews

Abstract

This article attempts to uncover the meaning and underlying dimensions of the concept of love as felt by consumers in their relationships with brands. Through an exploratory Internet study including 843 respondents in France, this research uses both qualitative and quantitative approaches to combine projective methods and more common responses to scales. Seven dimensions that characterize the concept of love emerge through multiple correspondence analysis of the wording respondents use to describe the feeling of love and the special type of relationships they have with the brands they love. These dimensions identified in France are comparable to dimensions of love found in previous research conducted in the United States.

Suggested Citation

  • Julie Boyer Dumont & Noël Albert & Pierre Valette-Florence & Dwight Merunka & Clarinda Mathews, 2007. "What Does Loving a Brand Really Mean? A Study of French Consumers’ Love Affairs," Post-Print hal-04765277, HAL.
    • Handle: RePEc:hal:journl:hal-04765277
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04765277. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.