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Romancing With A Brand: A Conceptual Analysis Of Romantic Consumer-Brand Relationship

Author

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  • Abhigyan SARKAR

    (ICFAI University, Dehradun, India Rajawala Road, Central Hope Town, Selaqui Dehradun, India)

Abstract

The objective of the article is to investigate the structure of individual’s emotional relationship with any brand, associated antecedents and consequences based on prior literature review. Prior literature states that an individual can love a brand and the dimensional structure of this consumer-brand love is very similar to that of interpersonal romantic love. This article has criticized prior literatures in the area of love and attachment. It has also analyzed how brand loyalty is conceptually different from brand love. A set of conceptualizations have been developed. The conceptualizations relate to the theoretical antecedents and consequences of romantic consumer-brand love identified. Traditional researches in the field of branding shows that satisfaction directly leads to brand loyalty. Present analysis challenges this conventional notion by stating that the relationship between satisfaction and brand loyalty is mediated by other variables, like, romantic brand love and customer delight. The article also explains how the theoretical antecedents of romantic brand love identified can be considered in the context of marketing strategy formulation and implementation.

Suggested Citation

  • Abhigyan SARKAR, 2011. "Romancing With A Brand: A Conceptual Analysis Of Romantic Consumer-Brand Relationship," Management & Marketing, Economic Publishing House, vol. 6(1), Spring.
    • Handle: RePEc:eph:journl:v:6:y:2011:i:1:n:5
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    Cited by:

    1. Cervellon, Marie-Cécile & Sylvie, Jean & Ngobo, Paul-Valentin, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 31-51.
    2. Amélia Brandão & Paolo Popoli & Inês Passos Tomás, 2022. "Joining the Anti-Brand Communities on the Internet: Who and Why," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 69(1), pages 1-27, March.
    3. Akdim, Khaoula & Casaló, Luis V. & Flavián, Carlos, 2022. "The role of utilitarian and hedonic aspects in the continuance intention to use social mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    4. Hatice Aydýn & Cemal Zehir, 2017. "What Type Relationship Do We Have with Our Brands? Is the Name of this Relationship Brand Romance?," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 272-283.
    5. Faseeh Amin Beig & Mohammad Furqan Khan, 2022. "Romancing the Brands on Social Media," Global Business Review, International Management Institute, vol. 23(3), pages 841-862, June.
    6. Vlad ROSCA, 2013. "Systemic Relationship Marketing: Co-creating Sports Brand Equity with Fans and Other Stakeholders," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(3), pages 490-499, July.

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