Why Even the Brand Lover Might Switch to Other Brand: A Switch Path Analysis

摘要

Feelings of loved brand might encourage a biased, positive perception of the partner (Murray, Holmes, and Griffin, 1996) that renders comparisons with alternatives difficult. As a result, firm may not aware of identifying the nature of dynamic consumer-brand relationship by examination of the potential symptoms from their brand lovers' unusual behaviors. In reasoning views, the author argues that (1) brand lovers won't frequently complain unless the unpleasant state or unexpected behaviors of their love brands reach the level of detachment or exceed the threshold of tolerance; (2) there is usually no significant phenomenon or symptoms firm can find the brand lovers intending to switch in advance; (3) consumer-brand love relationships is dynamic and changeable. Therefore, the purpose of this study is to explore why the brand lover might switch to other brand, to diagnose which core components of brand love might have the strongest impact on triggering the dissolution of consumer-brand love relationships, and to determine how the core components of band love will interact with one another through analyzing the dissolution of consumer-brand love relationships.