What Does Loving a Brand Really Mean? A Study of French Consumers’ Love Affairs

Julie Boyer Dumont (), Noël Albert, Pierre Valette-Florence (), Dwight Merunka () and Clarinda Mathews
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Julie Boyer Dumont: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: This article attempts to uncover the meaning and underlying dimensions of the concept of love as felt by consumers in their relationships with brands. Through an exploratory Internet study including 843 respondents in France, this research uses both qualitative and quantitative approaches to combine projective methods and more common responses to scales. Seven dimensions that characterize the concept of love emerge through multiple correspondence analysis of the wording respondents use to describe the feeling of love and the special type of relationships they have with the brands they love. These dimensions identified in France are comparable to dimensions of love found in previous research conducted in the United States.

Keywords: love; brand-consumer relationship; exploratory study; cultural differences (search for similar items in EconPapers)
Date: 2007-06-05
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Published in The La Londe Conference in Marketing Communications and Consumer Behavior International Research Seminar in Marketing, Jun 2007, La Londe les Maures (France), France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04765277

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