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Why Consumers Love Brands?

Author

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  • Ulun Akturan

    (Galatasaray University, Turkey)

Abstract

The aim of this research is to explore the consumer-brand love relationship. By doing so, 750 entries of consumer statements about their beloved brands were analyzed via discourse analysis. As a result, it was found that brand love is different from interpersonal love. There is brand related factors (functional congruity, satisfaction, brand trust, brand passion, sensory experiences) as well as consumer related factors (self-congruity, and personalized experience) affect the development of love relationship with brands.

Suggested Citation

  • Ulun Akturan, 2016. "Why Consumers Love Brands?," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 6(1), pages 21-30.
    • Handle: RePEc:but:ijebfa:v:6:y:2016:i:1:p:21-30
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    References listed on IDEAS

    as
    1. Aaron C. Ahuvia, 2005. "Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 171-184, June.
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