Marketing Letters

, Volume 17, Issue 2, pp 79–89 | Cite as

Some antecedents and outcomes of brand love

  • Barbara A. Carroll
  • Aaron C. Ahuvia


Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands.


Satisfaction Delight Love Loyalty Word-of-mouth Consumer-brand relationships 


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Copyright information

© Springer Science + Business Media, Inc. 2006

Authors and Affiliations

  • Barbara A. Carroll
    • 1
  • Aaron C. Ahuvia
    • 2
  1. 1.Department of Marketing and Distribution, Terry College of BusinessUniversity of GeorgiaAthens
  2. 2.School of ManagementUniversity of Michigan-Dearborn

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