1. 1
The Exploration on the Effect of Brand love on Brand
The Exploration on the Effect of Brand love on Brand
Loyalty from the Perspective of Attachment Theory-
Loyalty from the Perspective of Attachment Theory-
Taking the case of Mcdonld as an Example
Taking the case of Mcdonld as an Example
Presenter: Laura Chen10122617
Instructor: Dr. Teresa Hsu
Jan. 14, 2013
3. Introduction
Academic research on brand love or related
constructs has been substantial, finding it to
be associated with positive word of mouth
and brand loyalty.
(Batra, Ahuvia, & Richard,
2012)
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4. Introduction
The purpose of this study is to expand the
scope of branding research by examining
the components of brand love and the
relationship between brand love, emotional
attachment and brand loyalty.
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5. Introduction
1. How do brand love and emotional
attachment build long-term relationship
between customer and brand?
2. Does brand love have a positive effect on
brand loyalty?
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6. 6
Literature Review
A strong relationship includes love and
passion which defined as a richer, deeper,
more long-lasting feeling than simple
preference.
(Fournier, 1998)
7. 7
Literature Review
• Brand love is defined as the degree of
passionate emotional attachment that a
person has for a particular trade name.
• It involves an integration of the brand into
the consumer’s sense of identity.
(Carroll, Barbara, & Aaron, 2006)
8. 8
Literature Review
Brand loyalty is the degree to which the
consumer is committed to repurchase of the
brand. It is a key indicator of the
sustainability of a brand because being
loyalty to a brand decreases customer’s
desire to switch to another brand.
(Oliver, 1999)
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Literature Review
• Attachment theory refers to an emotion
laden target specific bond between an
individual and an object.
(Bowlby, 1979)
• A valid measure of emotional attachment
should predict consumer’s commitment to
the brand, or their loyalty to the brand.
(Thomson, 2005)
10. 10
Conceptual Framework
H1: Brand love has a positive effect on brand loyalty.
H2: Brand love has an effect on the brand loyalty through
the mediating effect of emotional attachment.
Brand love
Brand love Brand Loyalty
Brand Loyalty
Emotional Attachment
Emotional Attachment
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Step 1
Step 1 Step 2
Step 2 Step 3
Step 3
Pilot study About 200
Response rate questionnaires
with30 is expected to
students + will be
reach to 80% selected for
Final survey to
data analysis
300 students
13. Mcdonald is a an
I feel connected to it.
awesome restaurant.
I always go to Mcdonald.
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