Article2013

Brand Love is in the Heart: Physiological Responding to Advertised Brands

Wendy Maxian · Samuel D. Bradley · Wesley Wise · Elizabeth N. Toulouse

86 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Nostalgia and Consumer Behavior

Abstract

ABSTRACT Advertising executive Kevin Roberts proposed that premium profits lie in strong emotional connections with brands that engender “loyalty beyond reason.” This study uses psychophysiological measures to empirically investigate the basic premises asserted by Roberts (2005): consumers’ connections with brands are rooted in emotion, and that consumers connect with their own idiosyncratic set of brands. Data support this conceptualization of brand love. Individuals’ unique set of more‐loved brands elicited characteristically positive emotional responses. This was not the case for category preferences. The notion of brand love, which varies at an individual level, is compatible with the current trend toward targeted advertising.

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References

2025Advances in Consumer Research 1988Possessions and the Extended Self 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2005International affective picture system (IAPS) : affective ratings of pictures and instruction manual 2001Brand Community 1976Basking in reflected glory: Three (football) field studies.2006Some antecedents and outcomes of brand love 1995Subcultures of Consumption: An Ethnography of the New Bikers

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2019The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action 2019Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand 2019What can neuroscience offer marketing research?2021A comparative analysis of neuromarketing methods for brand purchasing predictions among young adults 2022Examining the linkages between employee brand love, affective commitment, positive word-of-mouth, and turnover intentions: A social identity theory perspective

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