Research Of The Consumers’ Brand Love’s Reason

How to maintain the consumer’s loyalty to a brand is a primary problem to almost all the brands. Data confirmed that, loyal consumer take much more profits to the enterprise than new customers, at the same time, loyal customers also consuming less business costs than a new client. Thus, academia has already studied Brand Loyalty for more than half a century. With the progress and development of society itself, the definition of Brand Loyalty has experienced three different phases: behavioral theory, attitudinal theory and behavioral&attitudinal theory. And under each argument has its own derivative research."Brand love" is the brand loyalty research in the branch below the behavioral&attitudinal theory.In recent years, some scholars has studied the "Brand Love" phenomenon. Brand love means the close emotional contact between customers and brands. By this definition, consumers nowadays are not only like to "use" one brand, they also "Love" this brand. The existing researches about Brand Love are focus on its manifestations, and they treated the reason of Brand Love phenomenon just as same as the Brand Loyalty’s reason.But, the reason between "Love" a brand and "Use" a brand has to be distinguished. Therefore, this article used the way of depth interview, chose8high brand loyalty consumers as the research objects in the context of virtual network. After ensuring their loyalty behavior is just the "Brand Love "behavior, the researcher interviewed the stories between these interviewees and their " Loved " brands, and this is the most important part of this study. These stories, told the author, the reasons of "love" on a brand are complex, vivid and touching:Firstly, the "Brand Lovers" pour their emotion to the brand as to their loved kin. Secondly, brand’s strengthen to the "Brand Lovers’" self-cognition satisfying them. Thirdly, the "Brand Lovers" are encouraged by the brand’s spirit. Lastly, the performance and appearance of the brand products meet both of the customer’s material and spiritual needs in its developing process.