Brand love

“I'm lovin it” or “We love to entertain you” – brand love has arrived in the focus of communication practice. No wonder, since the distinguished attitude of the consumer towards his/her favourite brand is reflected in consumers’ behaviour, such as an increased willings willingness to pay, a more frequent use of the beloved brand and strongly improved WOM - up to a conviction of other consumers.

We are familiar with these and other effects of brand love from previous research - various aspects of the emergence of brand love are also known. However, there are still many open questions about the most emotional positive brand relationship. Against this background, brand love is highly relevant and very exciting for research.

Recommended starting literature:

• Langner, Tobias; Bruns, Daniel; Fischer, Alexander; Rossiter, John (2016): Falling in love with brands: a dynamic analysis of the trajectories of brand love. In: Marketing Letters, Vol. 27 (1), S. 15-26
  
  
• Langner, Tobias; Schmidt, Jennifer; Fischer, Alexander (2015): Is it really love? A comparative investigation of the emotional nature of brand and interpersonal love. In: Psychology & Marketing, Vol. 32 (6), S. 624-634
  
  
• Rossiter, John R. (2012): A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. In: Marketing Letters, Vol. 23 (3), S. 905