University Marketing Report: Buyer Behaviour & Brand Love Analysis

This report delves into the multifaceted concept of brand love within the realm of consumer behavior, exploring its antecedents and consequences. The analysis begins by establishing brand love as a precursor to brand loyalty, highlighting the role of customer fulfillment in fostering an emotional connection with brands. The report examines various facets of brand love, including its association with satisfaction, individual romanticism, brand experience, and customer delight. It discusses the impact of brand love on key outcomes like premium pricing, loyalty, positive word-of-mouth, and customer satisfaction. Moreover, the report explores the psychological variables influencing customer feelings for a brand and the strategies marketers employ to cultivate brand love, ultimately aiming to enhance customer loyalty and drive business success. The report also acknowledges the limitations in clarifying the roles of brand love and brand attitude, emphasizing the complexity of consumer psychology.

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Buyer behaviour

Buyer Behaviour 1
Contents
Introduction................................................................................................................................2
Brand love..................................................................................................................................2
Conclusion..................................................................................................................................6
References..................................................................................................................................8
Appendices...............................................................................................................................10

Buyer Behaviour 2
Introduction
Brand love is the antecedent to brand loyalty and fulfilment is a forerunner to brand love.
Therefore, brand love enables the association between customer fulfilment and brand loyalty.
Concluded an extended period, a person remains fulfilled with the brand then it is anticipated
that the fulfilment gets changed into an emotive and obsessive connection with the brand.
Brand love is a combination of appetite and sentiment. The brand love comprises long term
commitment to the brand in accumulation to passion and emotion. The brand love initiates a
step towards loyalty. Satisfied customers are likely to love a brand. It has been found that the
individuals remain satisfied with the brand then it is anticipated that brand love enables the
link between customer satisfaction and brand loyalty. When an individual is satisfied with the
brand then it is anticipated that such fulfilment will get transformed into emotive and avid
connection with the brand. Such a bond is quite comparable to the relational love and
attachment. Brand love is an extensive obligation to the brand. Loving a brand lead to a pace
towards loyalty. Therefore, marketers plot how to make clients love a brand.
Brand love
It is believed in the brand love as being a customer there is deep affection for the branded
product and an anxiety occurs if the product is not accessible. There are eight types of
customer-object associations based on the concept of interpersonal love. Brand love is an
emotive and ardent association between a satisfied customer and a brand. The customers can
fall in avid and emotive love with a brand that can later cause to romantic love over the brand
for a long period. Brand love is romantic consisting of closeness and passion. Love is also
associated with loyalty. Brand love envisages brand loyalty (Machado, et al. 2019).

Buyer Behaviour 3
Brand love is an amusing concept and has lately appeared in the arena of consumer
behaviour. When the clients love a brand, then the sales volumes of the brand automatically
upsurge and the brand love is changed into brand loyalty. Therefore, the brands should form a
proper approach so that the brand can have a robust emotive petition and target customers can
love a brand (Palusuk, Koles and Hasan, 2019). The consumer psychology is quite complex
when it comes to brand love. So, the psychological variables should be identified influencing
to customer’s feelings for a brand. The managers are required to advance suitable strategies
to augment the target customer’s brand love. The brand love not only results in increased
efficiency but enables employees to pay a premium price. The strategy formulations purposes
to advance brand love (Chantamas and Prasongsukarn, 2017).
It has been realized that the love of the customers for a brand is also superficial. If the
customers are provided with an alternative and they like it better, they can be in love with that
specific brand. Moreover, if the favorite brand of the customers can be improved then they
will not go out of the way to suggest changes. This way brands can also express loyalty by
making changes happen. The real love for a brand comes from within the brand itself. The
employees of an organization have a great role in offering brand love in the form of quality.
The product managers make possible innovations which make customers fall in love with. An
organization that loves its brand pervades that love in every employee (Islam and Rahman,

Buyer Behaviour 4
2016). Brand love is more than just passion or appreciation. Brand love is constructed on the
comprehension of what product does and who it is for. The customers can get there after
years of interaction with the brand. To appeal customers, the brands have to value and inspire
input from every person intricate with the brand.
Brand love turns customers into fans. The fans who appreciate a brand are opposite to the
clients who merely like a brand. The clients are required to be lured into purchase specific
products whereas fans come to a brand due to their emotional link. When customers give
money, fans offer their hearts (Roy, Khandeparkar and Motiani, 2016). The fans of brands
even share the message of the brand with others. People generally opt for personal
recommendations. Therefore, personal recommendations have a great role in turning
customers into loyal ones. Disney World is the foremost instance of a live brand experience.
On the other hand, just brand cognizance alone does not drive sales. Brand love drives
devotion, craving, and promotion. The branding creates insight but live brand experience
forms a tangible emotional link which is not less than love. A person loving brand comes
with loyalty. When it comes to loyalty, it is valuable (Dalman, Buche, and Min, 2019). The
brands also pursue people who love them then the people who just like them. Brand love is
also greatly prejudiced by the purchasing decision of peers.
There are different backgrounds of brand love such as satisfaction, satisfaction, individual
romanticism, brand experience, individual romanticism and brand experience, customer
delight, satisfaction and customer pleasure, individual acquisitiveness, and discrete
materialism and brand experience. The satisfaction is a post-consumption assessment verdict.
It is not completely intellectual. Post-consumption satisfaction is anticipated to cause emotive
attachment with the brand over time with various connections. It signifies that growing
satisfaction over some time leads to an emotive link between customers and a brand. Here it
can be evaluated that satisfaction with the brand completely impacts the sense of love to the
brand. When it comes to individual romanticism and brand love, a romantic person is great
expressive and pursues desire. The brand love states to the robust emotional attachment of a
person with the brand. It has been anticipated that a great romantic person is further expected
to be in love with the brand likened to the little romantic person (Delgado-Ballester, et al.
2017). Therefore, it is well to say that individual romanticism certainly stimulates a love for
the brand.

Buyer Behaviour 5
The love is an insolence; consequently, brand love is insolence to the brand. Brand love tends
to be greatly sentimental. Therefore, it is anticipated that favorable brand experience can
cause to love for a brand over some time. An effective brand acknowledgement certainly
stimulates brand love (Bıcakcıoglu, Ipek and Bayraktaroglu, 2018). On the other side, the
individual romanticism has been positively linked with the brand experience. The
romanticism enhances the experience seeking procedure adjacent ingesting act by particular
personal introspection. The subjective personal contemplation states to the investigation of
one’s intellectual world. Therefore, it is supposed that discrete romanticism enhances the
involvement in the framework of brand consumption. If it is talked about customer delight
and brand love, these influences brand love. It is because, when a person is delighted with the
brand then that person is inclining to advance and emotional connection with a brand.
Customer pleasure is a demonstrative level considered by greater points of joy and
amazement in link with any ingesting. Hereafter, it is wished-for that such affective customer
pleasure can lead to love over the specific passé as the brand love has robust emotional
emphasis (Wang, Qu and Yang, 2019).
Satisfaction has both cerebral and emotional magnitudes. The effect is one of the magnitudes
of customer delights also. The satisfaction as a magnitude of client pleasure and both are
post-consumption experiences. The satisfaction here is anticipated to stimulate customer
pleasure completely (Aro, Suomi, and Saraniemi, 2018). On the other side, satisfaction with a
brand for a significant period is pre-required to be in love with the brand. Therefore, it is
anticipated that materialistic individuals are not prospective to be in thorough emotive love
with a brand. It is because such individuals are not effortlessly contending with the brand.
The individual acquisitiveness has been linked negatively with contentment which does not
assist in influencing brand love (Langner, et al. 2016). In the concern of individual
materialism and brand experience, a materialistic individual is not likely to engross in
consumption by feeling whereas a non-materialist is likely to engross in ingesting by
undergoing. The materialistic distinct inclined to observe that the object has lethal value.
Such persons acquire products to reveal and augment social status. Materialism has a
substantial optimistic link with status consumption. Here it is clear that individual
materialism has an adverse connotation with the brand experience (Hsu and Chen, 2018).

Buyer Behaviour 6
Brand love has some significance in the form of premium prices, loyalty, optimistic word of
mouth, contentment, and faithful actions. When a person is passionately linked with the
brand then that person will always be ready to wage the finest price for acquiring a brand.
Brand love is encompassed by emotion and desire for a brand. Hence, when a customer loves
a brand then that person will be ready to pay even superior prices for the brand (Zhou, et al.
2020). It can be considered that brand love is linked certainly with the intention of individuals
to pay the finest prices for the sake of brand love. When the customer starts to love a brand,
then that person essentially becomes quite emotive concerning a brand. Due to the strong
emotional bonding, the customers are anticipated to acquire frequently the same brand
disregarding other opponent brands. Therefore, the love leans towards faithfulness. Brand
love positively stimulates conative brand loyalty (Wang, Ryan, and Yang, 2019). The
conative brand loyalty is stated to the robust intent to be loyal to a brand. Occasionally, the
conative loyalty does not necessarily get changed into action loyalty because of some
difficulties. Such difficulties are the situational factors and component’s marketing efforts. It
infers that if the difficulties would not be there, conative loyalty leads to action loyalty.
Conative loyalty has a great role in positively influencing action loyalty (Alnawas and
Altarifi, 2016). When the customer loves a brand, then it is anticipated that customers will
speak optimistic things about the brand. Brand love is influencing encouraging reviews about
a brand. Here it can be said that brand love results in optimistic word of mouth.
Greater customer satisfaction results in optimistic word of mouth. On the other side, lower
satisfaction leads to adverse word of mouth. The satisfaction has been positively influencing
the probability of word of mouth and optimistic word of mouth (Karjaluoto, Munnukka, and
Kiuru, 2016). The enhanced satisfaction leads to the superior optimistic word of mouth. It has
been observed that customer contentment is a forerunner to loyalty. The contentment has a
great role in transforming into loyalty when the contentment is robustly held. Therefore, a
trustworthy customer should be content and such contentment encourages an individual to
spread the optimistic word of mouth. Action loyalty leads to an optimistic word of mouth
(Maisam and Mahsa, 2016).
Conclusion
Brand love is an ironic concept which has lately appeared in the arena of consumer behavior.
When customers love a brand, the sales capacity of the brand automatically increases. The
brand love also becomes to transmute into brand loyalty. Therefore, the brands form a
suitable strategy to appeal to customers. It assists a brand and targeted customers can be in

Buyer Behaviour 7
love with the brand. The antecedents and consequences of the brand love assist marketers to
concentrate on the suitable variables at the time of making strategies proposed to make
customers love and appreciate a brand. The research is having shortcomings in the form of
the clarification of different roles that brand love and brand attitude contribute to the brand
measurement system.
The consumer psychology has been quite complex. Therefore, it has become quite substantial
to recognize the multifaceted emotional variables which influence the customer’s feeling for
a brand. The marketers are required to advance suitable strategies to augment the brand love
of the target customers. The brand love automatically results in increased loyalty, intent to
pay top prices and optimistic word of mouth. The individuals, loving brand incline to be
enthusiastic. Such persons are comfortable enough in expressing their views about a brand
openly. Moreover, their brand love works like a top influencer for purchase decisions.
It has been found that being liked is quite easy but being loved is another thing overall. The
marketers should be determined to furnace meaningful associations with fans construct
around loyalty, trust, honesty, and mutual commitment. It is deliberated that 70% of the
customers believe that brand inspirations are relied upon self-centered desires to enhance
profits than being part of sincere commitments to the customers. There is still a long way to
go. The marketers can construct an ownable narrative. The part of forming a passionate brand
is about constructing a narrative that is reflective of the brand. It is relevant to the final user.
The marketers nowadays are also required to embrace the power of toady’s customers by
being open and honest in everything they do. In such a scenario, data and technology in front
of the customers can result in forming digital experiences. It can assist in providing more
relevant experience to the customers and the customers can also turn into loyal ones.

Buyer Behaviour 8
References
Alnawas, I. and Altarifi, S., 2016. Exploring the role of brand identification and brand love in
generating higher levels of brand loyalty. Journal of Vacation Marketing, 22(2), pp.111-128.
Aro, K., Suomi, K. and Saraniemi, S., 2018. Antecedents and consequences of destination
brand love—A case study from Finnish Lapland. Tourism Management, 67, pp.71-81.
Bıcakcıoglu, N., Ipek, İ. and Bayraktaroglu, G., 2018. Antecedents and outcomes of brand
love: the mediating role of brand loyalty. Journal of Marketing Communications, 24(8),
pp.863-877.
Chantamas, M. and Prasongsukarn, K., 2017. Study of Brand Love as Consequence of
Virtual Brand Community Engagement. International Journal of the Computer, the Internet
and Management, 25(1), pp.120-124.
Dalman, M.D., Buche, M.W. and Min, J., 2019. The differential influence of identification on
ethical judgment: The role of brand love. Journal of Business Ethics, 158(3), pp.875-891.
Delgado-Ballester, E., Palazón, M. and Pelaez-Muñoz, J., 2017. This anthropomorphised
brand is so loveable: The role of self-brand integration. Spanish Journal of Marketing-
ESIC, 21(2), pp.89-101.
Hsu, C.L. and Chen, M.C., 2018. How gamification marketing activities motivate desirable
consumer behaviors: Focusing on the role of brand love. Computers in human behavior, 88,
pp.121-133.
Islam, J.U. and Rahman, Z., 2016. Examining the effects of brand love and brand image on
customer engagement: An empirical study of fashion apparel brands. Journal of Global
Fashion Marketing, 7(1), pp.45-59.
Karjaluoto, H., Munnukka, J. and Kiuru, K., 2016. Brand love and positive word of mouth:
the moderating effects of experience and price. Journal of Product & Brand Management.
Langner, T., Bruns, D., Fischer, A. and Rossiter, J.R., 2016. Falling in love with brands: a
dynamic analysis of the trajectories of brand love. Marketing Letters, 27(1), pp.15-26.
Machado, J.C., Vacas-de-Carvalho, L., Azar, S.L., André, A.R. and dos Santos, B.P., 2019.
Brand gender and consumer-based brand equity on Facebook: The mediating role of
consumer-brand engagement and brand love. Journal of Business Research, 96, pp.376-385.

Buyer Behaviour 9
Maisam, S. and Mahsa, R.D., 2016. Positive word of mouth marketing: Explaining the roles
of value congruity and brand love. Journal of Competitiveness, 8(1), pp.19-37.
Palusuk, N., Koles, B. and Hasan, R., 2019. ‘All you need is brand love’: a critical review
and comprehensive conceptual framework for brand love. Journal of Marketing
Management, 35(1-2), pp.97-129.
Roy, P., Khandeparkar, K. and Motiani, M., 2016. A lovable personality: The effect of brand
personality on brand love. Journal of Brand Management, 23(5), pp.97-113.
Wang, Y.C., Qu, H. and Yang, J., 2019. The formation of sub-brand love and corporate brand
love in hotel brand portfolios. International Journal of Hospitality Management, 77, pp.375-
384.
Wang, Y.C., Ryan, B. and Yang, C.E., 2019. Employee brand love and love behaviors:
Perspectives of social exchange and rational choice. International Journal of Hospitality
Management, 77, pp.458-467.
Zhou, F., Mou, J., Su, Q. and Wu, Y.C.J., 2020. How does consumers' Perception of Sports
Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand
equity. Journal of Retailing and Consumer Services, 54, p.102012.

Buyer Behaviour 10
Appendices
(Steps having role in brand love)
(Reasons behind loving a brand)