Model Love’s Best Hits | Psychology Currently Australia

Manufacturer enjoy is a fairly sizzling analysis region, with Google Scholar displaying over 14,700 papers at the very least mentioning the topic. That’s a small a lot more studying than most of us are up for. So, I have established a record of all the tutorial model-adore papers that have been cited extra than 300 situations each and every. A few hundred citations is a high bar. About just one-third of all social science papers are in no way cited at all¹, and only 14 papers manufactured the reduce.

But prior to I speak about brand name-like research’s best hits, permit me clarify what brand appreciate is. Brand name appreciate is merely really like, when we enjoy possessions that have sentimental worth, a brand we’re particularly enthusiastic about, or a item category we’re incredibly fascinated in, this kind of as cars and trucks, dining establishments, or trend.

Here is the list of the most extensively study and cited papers on model adore. I’ve also bundled a pretty transient description of some of the important conclusions from just about every review.

1. Carroll, B. & Ahuvia, A. C. Some antecedents and results of brand appreciate (2006). 3,268 citations. Incorporates the initial brand name-enjoy scale. Brand really like is best for manufacturers that provide hedonic gains and that are strongly linked to the consumer’s id. Model like potential customers to model loyalty and constructive term of mouth.
2. Batra, R., Ahuvia, A. C. & Bagozzi, R. P. Brand name Appreciate (2012). 2,573 citations. Brand love is a elaborate psychological technique that will involve like the brand in the consumer’s id, enthusiasm-driven behaviors, constructive emotional relationship, a lengthy-term connection, a optimistic attitude in direction of the manufacturer, and a perception that dropping the brand name would be emotionally agonizing. A very robust romantic relationship was discovered concerning model appreciate and brand name loyalty, word of mouth, and resistance to damaging model info.
3. Ahuvia, A. C. Over and above the prolonged self: Cherished objects and consumers’ id narratives (2005). 2,082 citations. To start with important empirical perform on non-interpersonal like. Consumers’ really like of possessions and models is driven by consumers’ integration of these products into their identification. Merchandise are notably strongly loved when they can reconcile consumers’ felt identity conflicts.
4. Albert, N., Merunka, D. & Valette-Florence, P. When customers enjoy their models: Discovering the thought and its dimensions (2008). 1,036 citations. Finds 11 features in respondents’ emotion of manufacturer really like, including that appreciate will involve a solid congruity in between the consumer’s identity and the item graphic.
5. Albert, N. & Merunka, D. The part of brand like in customer-brand relationships (2013). 1,012 citations. Brand name enjoy potential customers to model dedication, constructive term of mouth, and willingness to pay a cost high quality. Brand name enjoy arrives from belief in the manufacturer, perceived suit concerning oneself and the brand’s picture, and identification with other persons who use the brand.
6. Bergkvist, L. & Bech-Larsen, T. Two experiments of effects and actionable antecedents of manufacturer really like (2010). 807 citations. Finds that the extent to which the manufacturer has come to be component of the consumer’s id is an critical result in of brand name enjoy. Emotion a perception of community with other people of the brand is also an significant lead to of model enjoy
7. Wallace, E., Buil, I. & Chernatony, L. de. Client engagement with self-expressive brand names: model appreciate and WOM outcomes (2014). 709 citations. Consumers’ tendency to “like” a brand on Facebook is driven by brand like. Brand name appreciate is driven both equally by the integration of the brand into the consumer’s inner personal self and integration into their general public social self.
8. Rageh Ismail, A. & Spinelli, G. Consequences of brand name really like, persona and impression on term of mouth: The scenario of style makes amid youthful people (2012). 525 citations. Love for manner models is spelled out generally by the manufacturer possessing a optimistic general public picture that customers use in developing their have identity. Brand name really like prospects to positive term of mouth.
9. Albert, N., Merunka, D. & Valette-Florence, P. Model passion: Antecedents and repercussions (2013). 490 citations. This paper, Manufacturer Enthusiasm: Antecedents and Effects, is a conceptual replication of the authors’ other 2013 paper, The Role of Manufacturer Appreciate in Purchaser-Model Interactions. Nonetheless, this paper focuses specifically on the most passionate and emotionally intensive facets of brand name adore. It concludes that brand name enthusiasm, like other factors of brand name adore, arises from the brand name “reflecting, taking part in, or producing consumers’ identity” (pg. 908). Though manufacturer enthusiasm qualified prospects to manufacturer loyalty, phrase-of-mouth, and willingness to pay a rate top quality, these effects are weaker than they are in these authors’ associated paper, which takes advantage of a broader, a lot less passion-concentrated, definition of model appreciate.
10. Huang, C. C. The impacts of brand ordeals on model loyalty: mediators of manufacturer adore and rely on (2018). 470 citations. When a cell telephone brand name appeals to consumers’ senses, this creates a lot more brand enjoy than when it stimulates contemplating or bodily activity. Brand adore sales opportunities to repeat buy intentions, a willingness to shell out larger charges, and a willingness to wait around if the model is out of inventory.
11. Karjaluoto, H., Munnukka, J. & Kiuru, K. Brand like and good word of mouth: the moderating consequences of expertise and price tag (2016). 350 citations. Model like is pushed by the skill of the model to convey the consumer’s id. Brand love potential customers to optimistic phrase of mouth each on- and offline. And for offline phrase of mouth, the result is more robust for much more cost-effective brand names than it is for increased-priced brands.
12. Bagozzi, R. P., Batra, R. & Ahuvia, A. C. Model Love: advancement and validation of a useful scale (2016). 331 citations. Provides a sensible scale to measure brand name really like that overcomes some conceptual challenges with the previously Carroll and Ahuvia (2006) scale.
13. Rauschnabel, P. A. & Ahuvia, A. C. You are So Lovable: Anthropomorphism and Manufacturer Love (2014). 318 citations. Anthropomorphism sales opportunities people to believe about the manufacturer as if it were being a man or woman, which leads to manufacturer like. This is also linked to the url involving manufacturer like and id. “Consumers adore brands much more when they see the manufacturer not just as a person but also as a individual like them selves.”
14. Hsu, C. L. & Chen, M. C. How gamification advertising and marketing pursuits encourage fascinating purchaser behaviors: Concentrating on the function of manufacturer like (2018). 314 citations. Gamification of an on the internet bookstore knowledge led to enhanced enjoyment and utilitarian price, which in turn led to increased brand adore.

Of the 14 papers, 12 explore how the matters folks like are connected to the person’s identification (the two exceptions are quantities 10 and 14). However, to say that the psychology of adore is “linked to” the psychology of the self is a thing of an understatement. Alternatively, analysis demonstrates that the psychological processes by way of which we love are normally the very same psychological processes through which we create our identification.

Watanuki and Akama (2020)² carried out a meta-analysis of neuroscience reports evaluating brain activation in men and women enduring manufacturer love to men and women dealing with interpersonal really like. Just one of the principal places of neural commonality in between these kinds of love was that they each strongly activated brain locations utilized for processing info about the self. Watanuki and Akama concluded that “the core of brand enjoy will involve incorporating the liked object into the self” (p. 11).

If you’d like to find out additional, my book on the psychology of manufacturer love—The Issues We Really like: How Our Passions Link Us and Make Us Who We Are—explains why the self performs these a outstanding part in all types of like.