Brand Romance: A Complimentary Approach to Explain Emotional Attachment Toward Brands

Study Title:

"Brand Romance: A complimentary approach to explain emotional attachment toward brands"

Author:

1. Hemant Patwardhan

(Department of Management and Marketing, Winthrop University, Rock Hill South Carolina USA,)

2. Siva K, Balasubramanian

(Stuart school of Business, Illinois institute of technology, Chicago, Illinois, USA

Author Details:

1. Hemant Patwardhan

He is the associate professor and did PhD and teaching in the Winthrop university and in many other institutes in the USA his research articles are appeared in many well known journals like (journal of promotion management.)

2. Siva K, Balasubramanian

He did PhD and now teaching in the University of New York at buffalo and associate professor in the marketing he has good management capabilities also his research articles are published in various journals like (journal of Marketing etc).

Source:

Emerald (Data Base)

Journal of product and brand management

Volume 20 November 4, 2011 page (297-308)

Summary of the Research:

Objective: Research shows the consumer attraction toward the specific brand and turning it into the brand romance.

Brand Romance: emotional attachment turns into the Romance with the help of continuous interactions that gives high positive feelings.

All the study is supported by the help of the strong theoretical background especially by the help of articles which have good citations in back. All the literature shows the behavior of the consumer toward the brand and with the attachment with the brands so all the material are particularly relevant to the Brand Romance.

Hypotheses:

1. Brand romance and brand attitude are different constructs

2. Brand romance is closer to brand loyalty then brand attitude

There are three variables taken into the research 1. (Pleasure) 2. (Arousal) 3. (Dominance).

Research Design: In this research article a series of studies had been done and in first study data is collected from the sample of the 9 students and asked to recall the brand in sense of three brand romance variables. In the 2nd study data is collected from the 99 undergraduate students to explore factor structure of the Brand Romance. In 3rd study data is collected form the 112 students to confirm the three factor analysis and in the 4th study data is collected from the sample of 500 undergraduates to check the proximity of he Brand romance.

And put al the data into the statistical analysis to get the appropriate results about the brand romance and on the given state.

Results: the major data analysis tools are given below.

MSA (Measurement of the sampling adequacy), EFA (Exploratory factor analysis), PCA (Principle component analysis), CFA (confirmatory factor analysis).

And results are that "there is no correlation found in the variables was specified".

Frequent interactions between the brand and consumer gives highly positive effects and gives the high brand romance which is vary helpful for the marketers and gives high rate of bonding.

Conclusion:

The approach toward collecting the data is not appropriate because all the data is collected form the undergraduate students which do not gives the actual situation because it is the easiest way to collect data form the students. So there is no generalizability.

Study gives the answer to the problem that Brand romance gives greater advantage to the marketers and make the brand more powerful.

There is only emphasis on the life style