specialized romantic best friend childhood friends arranged marriage friends hostile marriage fling TYPES OF14THE RELATIONSHIPS BETWEEN secret affair rebound PEOPLE AND BRANDS enslavement courting casual friends dependency familyS.Fournier (1998), “consumers and their brands:Developing relationship theory in consumer research”, Journal of Consumer Research
THE FLING Speedy Growth/DeclineHigh emotional rewardNo commitmentNo demandsShort-term
THE ROMANTIC MARRIAGE Stable MaturityVoluntarily imposedLong termCommitted even through adversityHigh love/intimacy/trustExclusivity commitment
A LOVEMARK IS PRODUCT, SERVICE OR ENTITY THAT INSTILLS LOYALTY BEYOND REASON.
“THE ESSENTIAL DIFFERENCE BETWEEN EMOTION AND REASON IS THAT EMOTION LEADS TO ACTION WHILE REASON LEADS TO Donald B. Calne CONCLUSIONS.” Professor of Neurology University of British Columbia
left brain right brain logic emotions “THE WIRING OF THE BRAIN FAVORS EMOTION - THE CONECTIONS FROM THE EMOTIONAL SYSTEMS TO THE RATIONAL COGNITIVE SYSTEMS ARE STRONGER THAN THECONNECTIONS THAT RUN THE OTHER WAY .” Joseph LeDour Professor of Neuroscience New York University
RESPECT RESPECT RESPECT RESPLOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE LOVE L RESPECT
BRANDS high respect low loveLOVE PRODUCTS FADS low respect high love low love RESPECT low respect