Construct · 1 fields · 1 citations

brand romance: a standalone construct

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Marketing

an emotional attachment to a brand made of pleasure, arousal and dominance in how the consumer thinks about it, likened to romantic love.

In marketing, brand romance refers to an emotional attachment to a brand made of pleasure, arousal and dominance in how the consumer thinks about it, likened to romantic love. This meaning comes from Patwardhan (2011) in Journal of Product & Brand Management.[1]

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Nearby constructs

arousal3 fields · 4 citationsjingle · one word, three constructs attachment2 fields · 6 citationsjingle · one word, two constructs dominance4 fields · 4 citationsjingle · one word, four constructs

References

Patwardhan, H., & Balasubramanian, S. K. (2011). Brand romance: a complementary approach to explain emotional attachment toward brands. Journal of Product & Brand Management, 20(4), 297-308. https://doi.org/10.1108/10610421111148315

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