ISSN 1671-3710
CN 11-4766/R

›› 2007, Vol. 15 ›› Issue (5): 846-851.

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Brand Love: Conception and Development

Zhang Lirong;Guan Yijie;Wang Yong   

  1. Center for Social and Economic Behavior, Institute of Psychology, Chinese Academy of Sciences, Beijing 100101, China
  • Received:2007-03-21 Revised:1900-01-01 Online:2007-09-15 Published:2007-09-15
  • Contact: Wang Yong

Abstract: Carroll and Ahuvia (2006) propose a new marketing construct—brand love, which refers to the emotional attachment of consumers to the satisfied brands. This paper systematically reviews the definition and related such research backgrounds as brand attachment, consumer-brand bond, extended-self theory, then differentiates brand love from brand emotion/affect and brand loyalty. In the end, future researches and advices are provided

Key words: brand, brand love, brand attachment, consumer-brand bond, brand loyalty

CLC Number: