Why Consumers Love Brands

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The aim of this research is to explore the consumer-brand love relationship. By doing so, 750 entries of consumer statements about their beloved brands were analyzed via discourse analysis. As a result, it was found that brand love is different from interpersonal love. There is brand related factors (functional congruity, satisfaction, brand trust, brand passion, sensory experiences) as well as consumer related factors (self-congruity, and personalized experience) affect the development of love relationship with brands.Classification-JEL: Keywords: Brand love, Love expressions, Consumer characteristics, Brand characteristics, Thematic analysis