'Brand Love' – Another Misleading and Distracting Idea that Professional Marketers Should Avoid

4 Pages Posted: 15 Apr 2014 Last revised: 8 Mar 2018

See all articles by John Dawes

John Dawes

University of South Australia - Ehrenberg-Bass Institute

Date Written: April 14, 2014

Abstract

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

Dawes, John, 'Brand Love' – Another Misleading and Distracting Idea that Professional Marketers Should Avoid (April 14, 2014). Available at SSRN: https://ssrn.com/abstract=2425044

John Dawes (Contact Author)

University of South Australia - Ehrenberg-Bass Institute ( email )

GPO Box 2471
Adelaide, 5001
Australia

HOME PAGE: http://www.johndawes.info

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