Concept of Brand Love | Buyer Behaviour

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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,