Abstract
Consumers frequently use the word love to describe their feelings about objects, possessions, brands, and activities. Academic literature has explored various consumer relationships with brands and objects; however, enduring emotions towards a specific retailer have not been explored. This study extends previous findings to qualitatively examine consumer-retailer love and its relationship with a consumer’s self-concept and identity development. Nostalgia and comfort with the retailer are two of the main factors that lead to retailer love. Informants find congruity between their own self-concept and the loved-retailer’s personality. Consumers believe that the retailer they love can help them achieve their aspirations. This consumer-retailer love should lead to profitability for the retailer and improved self-concept for the consumer.
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© 2015 Academy of Marketing Science
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Ortiz, M.H., Harrison, M.P. (2015). Crazy Little Thing Called Love: a Consumer-Retailer Relationship. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_189
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DOI: https://doi.org/10.1007/978-3-319-11797-3_189
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11797-3
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