'You Like Chocolate and I Love Mrs. Godiva': How the Perceived Level of Anthropomorphism Drives Brand Love

摘要

Brand love refers to consumers' love for certain brands and branded products. Batra, Ahuvia, & Bagozzi (2012) found that brand love predicted the managerial variables of brand loyalty, word-of-mouth and resistance to negative brand information, much better than did conventional attitude based measures. Because brand love has a particularly strong relationship to these managerial variables, finding mechanisms to increase brand love is of managerial interest; and understanding why and how these mechanisms work is of theoretical interest. Not surprisingly, the number of publications studying various aspects of brand love has increased enormously.