Falling In Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love

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Abstract:

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.