It’s a great headline, but not a great goal

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Source: Photo by burak kostak from Pexels

Love is Rare

“Generally speaking, people only have a strong love for a few brands, if they love any at all (Bagozzi, Batra, and Ahuvia, 2017, p. 2)

Love is Complicated

Even if one achieves brand love, what are the benefits? Brand loyalty and word-of-mouth are probably the two most studied outcome variables in relation to brand love, and generally the associations are positive.

Love (at Scale) is Expensive

If love is rare and the benefits neither straightforward nor large, is it worth investing in love?

OK. Now what

Even if one believes the performance benefits of brand love are high, the fundamental problem is that love is rare and likely expensive to produce at scale. What’s a brand to do?

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References

(Many of these will be behind a paywall if you are not associated with a university. Try searching Google Scholar.)

A practical business professor musing on marketing and management from his not quite ivory tower. Writings do not represent the views of Northeastern University

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