'Brand Love' – Another Misleading and Distracting Idea that Professional Marketers Should Avoid
4 Pages Posted: 15 Apr 2014 Last revised: 8 Mar 2018
Date Written: April 14, 2014
Marketers are induced to believe that they can engender ‘brand love’ for their brands – a deep emotional connection between consumer and brand. The idea of brand love is actually counter to widespread evidence about how consumers actually behave. Nevertheless, consultants, researchers and assorted gurus promulgate the idea, often with a financial incentive to do so. Marketers should eschew the idea of brand love.
Keywords: Brand Management, Brand Loyalty, Brand Love, Love
JEL Classification: M31
Suggested Citation: Suggested Citation