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Product Type and Personality in Brand Relationships

In: Consumer Brand Relationships

Author

Listed:
  • Ronald Voorn
  • Sabrina Hegner
  • Ad Pruyn

Abstract

Most manufacturers wish that all their customers would start a relationship with their brands. Not just any relationship but preferably one that is of an exclusive and loyal nature since this can be very beneficial (Sheth and Parvatiyar, 1995). This was also the central theme in the book Lovemarks(Roberts, 2004), which stipulated that great brands need more than just respect to earn undying loyalty from their consumers. In 2004, Roberts posited that respect for the brand is required, but that only when brand love is obtained can the hearts of followers be unlocked. Since then it seems as if brand love has become the Holy Grail for brand marketing research.

Suggested Citation

  • Ronald Voorn & Sabrina Hegner & Ad Pruyn, 2015. "Product Type and Personality in Brand Relationships," Palgrave Macmillan Books, in: Marc Fetscherin & Tobias Heilmann (ed.), Consumer Brand Relationships, chapter 4, pages 83-107, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-42712-0_5
    DOI: 10.1057/9781137427120_5
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    Cited by:

    1. Sameeni, Maleeha Shahid & Qadeer, Faisal & Ahmad, Wasim & Filieri, Raffaele, 2024. "An empirical examination of brand hate influence on negative consumer behaviors through NeWOM intensity. Does consumer personality matter?," Journal of Business Research, Elsevier, vol. 173(C).

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