Markenliebe: Vom Wesen der intensivsten aller Markenbeziehungen

Langner, Tobias; Kühn, Jochen

doi:10.1007/978-3-8349-8811-9_31

Cited by 6 publications

(1 citation statement)

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“…In psychology, love is "a motivation or goal-directed state that leads to various specific emotions such as euphoria or anxiety" (Aron et al 2005, p. 335). In turn, brand love entails a consumer-brand relationship that comprises two essential components: intensive affection and separation distress (Langner and Kühn 2010;Bergkvist and Bech-Larsen 2010;Rossiter 2012). That is, consumers in love with a brand experience deep affection for it and anticipate separation distress if they cannot buy or own it anymore.…”

Section: Theoretical Background 21 Definition Of Brand Lovementioning

confidence: 99%

The Origins of Brand Love: A Typology of Starting Points

Bruns¹,

Langner²,

Fischer³

2017

MAR

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Due to its positive outcomes for loyalty, word of mouth, and willingness to pay, brand love has generated great interest in marketing research and practice, yet the fundamental question about the origins of this strong bond remains unanswered. This article identifies three potential sources of the development of brand love: the product and its brand, important events in consumers' lives, and social influences. Similar to interpersonal love, the development of brand love may be slow or fast; it depends on the experiences a consumer has with the brand. Two studies in turn reveal five starting points, associated with consumers' unique brand experiences: first love, love at first sight, grown love, inherited love, and arranged love. The resulting recommendations for marketing practice suggest ways to foster the effective development of these different starting points.

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Section: Theoretical Background 21 Definition Of Brand Lovementioning

confidence: 99%