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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국주관성연구학회 주관성 연구 주관성 연구 제17호
발행연도
2008.1
수록면
45 - 66 (22page)

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The consumer-brand relationship is created through interaction with consumers based on brand personality and image, which may involve the transference of human emotion. This addresses the need to approach this relationship by understanding emotional human relationships. This study aims to discover conceptual factors in brand love by approaching them from the aspect of love, the most fundamental human emotion in the consumer-brand relationship. In addition, the study is to seek an agreement with those conceptual factors. Specifically, through a Q-methodology, the study intends to classify the type of brand love, which is based on consumers’ subjectivity about a brand. Brand loyalty is utilized for measuring a consumer-brand relationship, whereas brand love is valued as a strategic tool in brand communication for the consumer-brand relationship. Brand love is somehow differentiated from brand preference, reliability, loyalty, and satisfaction, all of which have explained the consumers’ emotional attitudes toward a brand. Existing concepts may be both a tool and a concept for measuring and diagnosing the consumers’ emotional attitudes toward a brand. Meanwhile, brand love may be used not merely for diagnosing but also for healing the emotional relationship between a consumer and a brand. brand love is a new concept today, in which it is required to pursue a strong and exclusive relationship with consumers amid increasingly fiercer competition among brands and a wider selection of consumers. Consequently, the study discovered that there are four types of brand love. They include <familiar love>, <attractive love>, <delightful love>, and <reliable love>, First, <familiar love> is the consumers’ affection toward a familiar brand just like their old close friends, which is so deeply rooted as a part of their lives. <Attractive love> is the consumers’ affection for a brand that they are infatuated with out of a strong passion for the brand. <Delightful love> is the consumers’ brand love, which is already fixated within consumers out of intimacy with and reliability on the related product. <Reliable love> features affection, which advances into a solid, reliable, fixative relationship. This relationship provokes the consumers’ affectionate emotion from their various experiences over a length of time. This study is to propose communications strategies in compliance with each type of brand love and to reach an agreement with the concept of brand love.
#소비자-브랜드 관계 #브랜드 사랑 #브랜드 커뮤니케이션 #Consumer-brand relationship #Brand love #Brand communication

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참고문헌 (34)

참고문헌 신청
Aagarwal, P. / 2004 / The Effect of Brand Relationship Norms on Consumer Attitude and Behavior / Journal of Consumer Research 31 (1) : 87 ~ 101 google schola Aaker, D. A. / 1996 / Building Strong Brands / The Free Press google schola Acker, M. / 1992 / Intimacy, Passion and Commitment in Adult Romantic Relationships: A Test of the Triangular Theory of Love / Journal of Personality and Social Relationship google schola Assael, H. / 1984 / Consumer Behavior and Marketing Action / Kent Publishing Company google schola Berry, L. L. / 1986 / Relationship Relating: Transforming Customers into Clients / Business Horizon : 43 ~ 47 google schola

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