Falling in love with brands: a dynamic analysis of the trajectories of brand love

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• 作者：Tobias Langner ; Daniel Bruns ; Alexander Fischer ; John R. Rossiter
• 关键词：Brand love dynamics ; Brand love trajectories ; Critical incidents ; Formative experiences
• 刊名：Marketing Letters
• 出版年：2016
• 出版时间：March 2016
• 年：2016
• 卷：27
• 期：1
• 页码：15-26
• 全文大小：423 KB
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• 作者单位：Tobias Langner (1)
  Daniel Bruns (1)
  Alexander Fischer (1)
  John R. Rossiter (1) (2)
  
  1. Schumpeter School of Business and Economics, Bergische Universität Wuppertal, Wuppertal, Germany
  2. Institute for Innovation in Business and Social Research, University of Wollongong, Wollongong, NSW, Australia
  
• 刊物类别：Business and Economics
• 刊物主题：Economics
  Marketing
  
• 出版者：Springer Netherlands
• ISSN：1573-059X

文摘

This article presents a study designed to investigate and map the trajectories of brand love. Consumers described experiences related to the initiation and evolution of their relationships with their most loved brand. Participants were asked to graphically trace the course of their feelings toward their currently most loved brand and to recall the events that influenced those feelings. The paths toward brand love followed five distinct trajectories, labeled as “slow development,” “liking becomes love,” “love all the way,” “bumpy road,” and “turnabout.” The formative experiences shaping these trajectories often include individual, personal, and private experiences that are largely outside any marketer’s control. Keywords Brand love dynamics Brand love trajectories Critical incidents Formative experiences