THE BRAND LOVE RELATIONSHIP ITS NATURE AND CONSEQUENCES

THE BRAND LOVE RELATIONSHIP ITS NATURE AND CONSEQUENCES SCHOOL OF Aaron Ahuvia MANAGEMENT UM-Dearborn College of Business UM Art & Design Rajeev Batra Richard Bagozzi UM Ross 1

The love emotion vs. the love relationship The love emotion The love relationship system

Love and the duck test Tacit knowledge and prototype definitions l The love prototype provides a list of the elements the together form the love system. l Not all elements of the system need to be present in every case of love. © 2008, Aaron C. Ahuvia

Data collection • 18 interviews approximately 2 hours each, with students including both traditional and older returning students. • Respondents discussed brands and branded products of their own choosing in various categories (consumer electronics, clothing, etc) or meeting specific criteria (e. g. a brand or product they have used for a long time). • Respondents chose brands and products that they loved or which came as close to love as possible. © 2008, Aaron C. Ahuvia

Surfacing tacit knowledge • Do – use the prototype for it’s normal purposes • Categorizing • Ranking • Watch – respondents introspect on their thought process as they perform these tasks • Tell – respondents share their introspective observations with the interviewer © 2008, Aaron C. Ahuvia

A grounded theory approach • Responses are coded • Based on the explicit or implicit reasoning of the respondent, and conceptual plausibility as determined by the research, relationships are noted between constructs • Interviews are reviewed so that all relationships have multiple sources of support and no instances of contradiction • Relationships between constructs are input into Atlas ti which is used to produce graphics © 2008, Aaron C. Ahuvia

Loved brands are great! © 2008, Aaron C. Ahuvia

We are what we love and we love what we are © 2008, Aaron

Attraction and natural fit © 2008, Aaron C. Ahuvia

Part of life Loyalty => Brand Love => => Part of life~ [] [] == Attachment~ == => => Intensity of relationship or experience: High Bored with item © 2008, Aaron C. Ahuvia [] Long term: true Hand loyalty => Part of self == Connects to life events Head loyalty

Ad show love is long term © 2008, Aaron C. Ahuvia

Love is magnetism Love is what we call the psychological system that underlies: l Intrinsic attraction, l Intrinsic loyalty, while not excluding extrinsic instrumental concerns Love is fundamentally about finding someone/something so desirable we want to make them part of who we are. © 2008, Aaron C. Ahuvia