Extending the concept of brand love with bodily dimension

  • Kaisa Aro University of Turku
  • Jaana Tähtinen University of Turku
Keywords: brand love, brand loving, conceptualisation, destination branding, embodiment

Abstract

This study extends the conceptualization of brand love to include a bodily dimension. Current conceptualizations including three dimensions of emotional, behavioural, and cognitive dimensions are insufficient in understanding particularly the relationships consumers have with destination brands. This abductive study on destination branding shows the importance of bodily dimension in brand love. Moreover, the study extends the understanding of brand love, not only as a static outcome of a consumer-brand relationship, but as a process of loving a
brand.

Author Biography

Jaana Tähtinen, University of Turku

Professor of Marketing

Turku School of Economics, Pori

University of Turku

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Published
2022-08-10
Section
5.3 Emotions within and between Organizations