Brand love

I'm lovin it, We love food, We love to entertain you and For the love of cars - brand love has become the focus of communication practice. This is no wonder, because the special status of the beloved brand for the consumer is reflected in their behaviour: they show an increased willingness to pay, a higher intensity of use of the beloved brand and greatly improved WOM - even to the point of converting other consumers.

We know these and other consequences of brand love from previous research - various aspects of the development of brand love are also known. In addition, there are still many unanswered questions about the most emotionally 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), pp. 15-26
  
  
• Langner, Tobias; Kühn, Jochen (2010): Brand love: the essence of the most intensive of all brand relationships. In: Innovation and Internationalisation: Festschrift for Norbert Koubek, pp. 589-612.
  
  
• 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), pp. 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), p. 905