Consumers and Their Brand Love Relationships

Abstract

This thesis contributes to the concept of consumer brand love relationship building. This thesis frames the consumer-brand love relationships in two forms: Firstly, the brand love relationship is similar to a close interpersonal relationship. Love is featured as closeness with brand love relationships, and this closeness is analogous to the closeness they experience in their close interpersonal relationships.Secondly, there is a correlation or a parallel that can be drawn between the brand love relationships and the spiritual relationship. Love is featured as spirituality in brand love relationships, and this corresponds with the features of spirituality in spiritual relationships. Consumers’ love of a brand is a desire and an emotional yearning for a special and unique brand relationship, which can help consumers expand themselves by including their brands in themselves. Consumers develop and maintain relationships with their loved brands by expanding their sense of self in conjunction with their loved brands’ functions, and also by expanding their cognitive abilities, their social identities and personal identities, and their awareness of their life purpose and the meaning of their life. In the meantime, culture is one of the influential factors in consumer brand love relationships, and it is considered in this thesis.