New Research Defines Brand Love-- and How to Create and Foster it
Apr 10, 2012, 10:07 ET
CHICAGO, April 10, 2012 /PRNewswire-USNewswire/ -- Few brands elicit as much loyalty and enthusiasm from consumers as Apple Inc. Every time the computer and electronics company introduces a new iPhone or iPad, consumers line up around the block for the chance to be among the first to get the latest gadget.
New research published in the March issue of the American Marketing Association's Journal of Marketing, defines brand love and how it is distinct from other forms of mere brand liking. It also puts forth how product design characteristics and brand communications can foster brand love.
The findings can help companies, through their product development and marketing efforts, create an environment that fosters love between consumers and products. That love creates loyalty, which leads to repeat purchases and positive word-of-mouth recommendations.
"Through this richer understanding of brand love, we gain insight into how brand liking can potentially be changed into brand love," say study authors Rajeev Batra, Aaron Ahuvia and Richard P. Bagozzi, all of the University of Michigan.
The authors also created new measurement scales for different components of brand love that, in use, are helpful in predicting brand loyalty and brand advocacy. Measured components of brand love include emotional attachment, linkages to self identity and several other elements.
By focusing marketing efforts on the elements that generate brand love, companies can create more loyal consumers. The authors recommend facilitating passion-driven behaviors that encourage consumers to use the product frequently and to feel ownership of it. For example, car brand Scion lets consumers extensively personalize the interior of their vehicles. The authors say this option makes Scion owners identify and feel more connected with their vehicle, which contribute to brand love development.
More detailed findings can be found in the study, "Brand Love" in the March issue of the Journal of Marketing.
About the AMA
About the American Marketing Association:
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Learn more at marketingpower.com.
Contact: Christopher Bartone – 312.542.9029 – [email protected]
SOURCE American Marketing Association
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