Artikel von Tobias Langner, Daniel Bruns, Alexander Fischer und John R. Rossiter zur Veröffentlichung in Marketing Letters angenommen

12.02.2014|14:54 Uhr

Der Artikel "Falling in love with brands: a dynamic analysis of the origins and trajectories of brand love" von Prof. Dr. Tobias Langner, Daniel Bruns, Jun.-Prof. Dr. Alexander Fischer und Prof. Dr. John Rossiter wurde zur Veröffentlichung in Marketing Letters angenommen.

Abstract:

This article presents a study designed to investigate the origins of brand love and map its developmental trajectories. Consumers described experiences related to the initiation and evolution of their relationships with their most loved brand. Participants were asked to graphically trace the course of their feelings toward their currently most loved brand and to recall the events that influenced those feelings. The paths toward brand love followed five distinct trajectories, labeled as “slow development,” “liking becomes love,” “love all the way,” “bumpy road,” and “turnabout.” The formative experiences shaping these trajectories often include individual, personal, and private experiences that are largely outside any marketer’s control.