Brand name Love’s Greatest Hits | Psychology Today Australia

Brand name love is a really incredibly hot investigate area, with Google Scholar exhibiting above 14,700 papers at minimum mentioning the subject. That’s a tiny extra reading than most of us are up for. So, I’ve produced a checklist of all the academic brand-adore papers that have been cited additional than 300 periods each. 3 hundred citations is a large bar. About one particular-3rd of all social science papers are in no way cited at all¹, and only 14 papers created the cut.

But prior to I converse about manufacturer-appreciate research’s biggest hits, permit me explain what brand adore is. Manufacturer appreciate is simply just love, when we adore belongings that have sentimental price, a brand name we’re specifically enthusiastic about, or a item classification we’re really intrigued in, these as automobiles, restaurants, or trend.

Here is the list of the most broadly browse and cited papers on model adore. I’ve also integrated a quite quick description of some of the key conclusions from every review.

1. Carroll, B. & Ahuvia, A. C. Some antecedents and results of brand appreciate (2006). 3,268 citations. Consists of the 1st manufacturer-adore scale. Manufacturer appreciate is best for makes that present hedonic rewards and that are strongly connected to the consumer’s identification. Brand name appreciate qualified prospects to manufacturer loyalty and good word of mouth.
2. Batra, R., Ahuvia, A. C. & Bagozzi, R. P. Model Enjoy (2012). 2,573 citations. Brand really like is a elaborate psychological system that entails which include the brand in the consumer’s id, enthusiasm-pushed behaviors, positive psychological connection, a extended-time period marriage, a good angle towards the model, and a belief that getting rid of the manufacturer would be emotionally agonizing. A really powerful connection was located concerning brand name like and brand name loyalty, phrase of mouth, and resistance to negative manufacturer details.
3. Ahuvia, A. C. Over and above the extended self: Liked objects and consumers’ id narratives (2005). 2,082 citations. Initially big empirical get the job done on non-interpersonal appreciate. Consumers’ like of belongings and makes is pushed by consumers’ integration of these objects into their identity. Products are notably strongly liked when they can reconcile consumers’ felt identity conflicts.
4. Albert, N., Merunka, D. & Valette-Florence, P. When consumers love their models: Checking out the idea and its dimensions (2008). 1,036 citations. Finds 11 elements in respondents’ sensation of manufacturer enjoy, including that enjoy will involve a strong congruity amongst the consumer’s identity and the solution impression.
5. Albert, N. & Merunka, D. The function of manufacturer enjoy in customer-model associations (2013). 1,012 citations. Brand like leads to brand name dedication, optimistic term of mouth, and willingness to shell out a price premium. Brand like comes from believe in in the model, perceived match concerning oneself and the brand’s graphic, and identification with other individuals who use the brand.
6. Bergkvist, L. & Bech-Larsen, T. Two reports of consequences and actionable antecedents of model adore (2010). 807 citations. Finds that the extent to which the brand name has turn out to be component of the consumer’s id is an important induce of model really like. Experience a sense of community with other people of the model is also an important trigger of model enjoy
7. Wallace, E., Buil, I. & Chernatony, L. de. Client engagement with self-expressive models: brand really like and WOM results (2014). 709 citations. Consumers’ tendency to “like” a model on Facebook is pushed by brand like. Model appreciate is driven the two by the integration of the manufacturer into the consumer’s interior private self and integration into their public social self.
8. Rageh Ismail, A. & Spinelli, G. Effects of model love, temperament and graphic on phrase of mouth: The situation of manner manufacturers among the younger consumers (2012). 525 citations. Like for manner models is described largely by the model obtaining a optimistic community image that shoppers use in setting up their have identification. Model really like sales opportunities to good phrase of mouth.
9. Albert, N., Merunka, D. & Valette-Florence, P. Model enthusiasm: Antecedents and consequences (2013). 490 citations. This paper, Model Enthusiasm: Antecedents and Penalties, is a conceptual replication of the authors’ other 2013 paper, The Part of Model Like in Purchaser-Manufacturer Associations. Even so, this paper focuses exclusively on the most passionate and emotionally intense elements of brand really like. It concludes that brand passion, like other features of model enjoy, arises from the model “reflecting, collaborating in, or generating consumers’ identity” (pg. 908). Though brand name passion sales opportunities to brand name loyalty, term-of-mouth, and willingness to pay a price tag top quality, these results are weaker than they are in these authors’ relevant paper, which employs a broader, a lot less passion-centered, definition of brand name appreciate.
10. Huang, C. C. The impacts of brand ordeals on model loyalty: mediators of model love and trust (2018). 470 citations. When a mobile telephone model appeals to consumers’ senses, this creates much more brand name really like than when it stimulates considering or bodily exercise. Brand name love qualified prospects to repeat acquire intentions, a willingness to fork out increased costs, and a willingness to wait if the model is out of inventory.
11. Karjaluoto, H., Munnukka, J. & Kiuru, K. Manufacturer really like and optimistic word of mouth: the moderating effects of expertise and price (2016). 350 citations. Model love is pushed by the ability of the model to categorical the consumer’s identification. Model really like leads to favourable word of mouth the two on- and offline. And for offline phrase of mouth, the influence is more powerful for extra cost-effective makes than it is for greater-priced brands.
12. Bagozzi, R. P., Batra, R. & Ahuvia, A. C. Manufacturer Appreciate: enhancement and validation of a simple scale (2016). 331 citations. Offers a functional scale to measure brand name love that overcomes some conceptual complications with the earlier Carroll and Ahuvia (2006) scale.
13. Rauschnabel, P. A. & Ahuvia, A. C. You are So Lovable: Anthropomorphism and Manufacturer Like (2014). 318 citations. Anthropomorphism sales opportunities people to imagine about the model as if it were a human being, which prospects to brand really like. This is also related to the backlink among brand name like and identification. “Consumers enjoy manufacturers a lot more when they see the brand name not just as a person but also as a individual like them selves.”
14. Hsu, C. L. & Chen, M. C. How gamification marketing functions inspire appealing client behaviors: Focusing on the position of manufacturer really like (2018). 314 citations. Gamification of an on-line bookstore encounter led to increased enjoyment and utilitarian price, which in turn led to greater model like.

Of the 14 papers, 12 go over how the things folks enjoy are joined to the person’s identity (the two exceptions are quantities 10 and 14). Nonetheless, to say that the psychology of love is “linked to” the psychology of the self is one thing of an understatement. Alternatively, analysis displays that the psychological procedures through which we enjoy are usually the exact mental procedures via which we create our identification.

Watanuki and Akama (2020)² executed a meta-investigation of neuroscience experiments evaluating mind activation in individuals encountering model appreciate to men and women going through interpersonal appreciate. 1 of the major areas of neural commonality amongst these sorts of love was that they equally strongly activated brain regions made use of for processing information about the self. Watanuki and Akama concluded that “the core of brand love will involve incorporating the liked object into the self” (p. 11).

If you’d like to understand far more, my e-book on the psychology of brand name love—The Items We Appreciate: How Our Passions Join Us and Make Us Who We Are—explains why the self performs these a outstanding job in all types of love.