Young Consumers and their Brand Love

Abstract

Although consumers’ emotional attachments to brands have been measured and written about in several contexts, little is known about where a “love” type consumer-brand relationship is rooted and what meaning the consumer gives to such deep experience. The current study aims to extend the discussion of the brand experience dimensions and to form the brand love, focusing on the members of the youngest consumer segment. Based on the introspective written narratives using an international sample of young consumers, this qualitative study offers a holistic view of forming brand love. The findings underscore the relevance of a first encounter with a brand. Adapting the ecological systems theory, the authors identified three social systems from where the informants got impulses to reach their loved brands.