Brand Love: Towards an Integrative Model

Aaron Ahuvia, University of Michigan, Dearborn
Rajeev Batra, University of Michigan
Richard Bagozzi, University of Michigan
This paper reports two sequential studies on consumers’ love of brands. In study 1, a series of 70 first interviews and 10 follow-up depth interviews revealed how people understand and experience love in the consumption context. Findings were compared to past studies on the love prototype developed in psychology. Data revealed how love of products and consumption activities shares the key elements of the popular understanding of interpersonal love. This description of love in consumption contexts is then used as the basis for developing and testing a structural equation model looking specifically at consumers’ love of brands.
[ to cite ]:
Aaron Ahuvia, Rajeev Batra, and Richard Bagozzi (2008) ,"Brand Love: Towards an Integrative Model", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 176-180.