Loving Brand to Overcome Emotional Pains and Enrich Life

摘要

The emotions of love and feeling of loneliness are complex and interrelated. Loneliness and emotional pains caused due to lack of love in interpersonal relationships is a growing phenomenon among individuals in today's time. Due to the decline of direct physical interactions, more and more individuals are falling out of love and experience loneliness despite of the high connectivity in the virtual world that does enable real-time communication. Though brands as relationship partner metaphor are not new, falling in love with brands for self-healing among heartbroken and lonely individuals is relatively unknown. Therefore, our research attempts to answer the following questions: Can the brand consummate love process help lonely individuals overcome emotional pains by building the brand relationship? How does the brand consummate love process ultimately enrich individuals' life?