Executive summary of 'Brand love in progress - the interdependence of brand love antecedents in consideration of relationship duration'

摘要

This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present. Brand love has been the subject of considerable research attention. That it reflects "passionate feeling" toward a brand reflects a consensus among various scholars. High levels of brand love can positively impact on the likelihood of brand loyalty, willingness to pay a price premium and favorable word-of-mouth (WOM) recommendation. Many parallels are drawn between brand love and the intense feelings which characterize close interpersonal relationships. One reason is that consumers will emotionally bond with only a few products and brands at most. In both contexts, strong affective feelings provide the foundation for relationships to become more intimate and enduring. But certain differences are apparent between the brand love construct and feelings that humans can develop toward each other. For instance, relations between people are "bidirectional", whereas love for an object or brand flows in just one way.