Brand love is a rich concept in the field of consumer behavior. If the consumers love a brand, then sales volume of the brand will increase, as brand love gets transformed into brand loyalty. So, marketers should formulate appropriate strategy so that the brand has a strong emotional appeal and target customers fall in love with the brand. This matters because post-consumption satisfaction is likely to lead to emotional attachment with a brand over time with multiple interactions with the brand. It implies that cumulative satisfaction over a period tends to lead to an emotional bonding between consumer and brand. Satisfaction with the brand positively influences the feeling of love towards the brand. Individual romanticism and brand love, the romantic individual is highly emotional and seeks pleasure. So, brand love is also an attitude towards the brand, creating that sense of brand love we so desire. Brand love is highly affective in nature. As such, favorable brand experiences lead to love towards a brand over time. Favorable brand experience positively influences brand love. Individual romanticism and brand experience, romanticism enriches the experience-seeking process surrounding any act of consumption through subjective personal introspection. But is love enough?
Increasingly, you hear people talking about brand attachment, which has three central elements:
- Affection: (connection to the external face of the brand)
- Connection: (the brand’s alignment with my values)
- Passion: (desire for something specific within the brand)
When these three emotions are in play, it is highly likely that there is attachment. It may be an indirect influence on the brand, but it is a strong influence. More than brand loyalty, brand attachment almost becomes a part of you.
Whatever it is that attracts you to a brand to begin with most likely has to do with the way marketing and advertising have served up the content about that brand. It’s the first date, so to speak, when the brand catches your eye and makes you take notice. This is the point in which you are then brought into what “virtuous circle of brand attachment.” There are three specific phases for the brand, which follow along this path. From each of these, it leads to the other:
Advertising & Marketing to –> Brand Attachment to –> Financial Performance
So, if I am so attached to a brand, let’s say Basil Hayden bourbon, then it follows that by my buying it repeatedly, their financial performance improves. Multiply that by millions of customers, and your bottom line is happily shored up by engaged, repeat customers.
The good thing for brands and companies is that people with strong brand attachments influence other people around them. So, in this sense, there are advocates that develop from their strong brand attachments. These fans or followers of the brand are not only becoming fans or followers to stay, they are also bringing their friends along, increasing the brand’s customer base. They are true brand evangelists, meaning their connection goes beyond brand loyalty. It builds a sense of devotion. It builds passion. The benefit to the brand is that these loyalists are more motivated to devote their time to trying to bring others into the fold. They defend the brand, degrade alternative brands, and devote more time to the brand through brand through engagement is social media.
The message is simple. Find out what your customers’ passions, connections and affections are. Target your marketing efforts with that in mind, and see how they follow by becoming attached to your brand – not just showing loyalty, but true attachment.