Neural aspects of brand love

Date

2016-05

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Coadvisor

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Publisher

EMAC
Language
English

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Abstract

Brand love has been identified as a key driver for behavioral outcomes such as brand loyalty, positive WOM or price premium. While we know a great deal about the psychological aspects of brand love, we know very little about the neural ones. The purpose of this paper is to explore this. We used a 3 (positive, negative, neutral video stimuli) x 2 (strong vs. weak brand) experimental design. To assess the neural aspects, 53 participants underwent fMRI scans while watching short video clips and rated them on a 7-point bipolar scale (-3 = very negative; +3 = very positive). Our results suggest a ‘negativity bias paradox’ in contradiction findings from psychology literature (based on attitudinal data) that negative events exert greater impact on consumer behavior than positive ones. We also find evidence for a ‘strong brand paradox’ with fans of the weaker brand showing greater neural activities than fans of the stronger brand which contradicts findings from consumer behavior research.

Keywords

Brand relationships, Brand love, Neuroscience

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conferenceObject

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Citation

Cayolla, R., Fetscherin, M., Duarte, I. C., & Castelo-Branco, M. (2016). Neural Aspects of Brand Love. Comunicação apresentada na 45th EMAC Annual Conference 2016 "Marketing in the age of data" - European Marketing Academy, Oslo, 24-27 May 2016. Disponível no Repositório UPT, http://hdl.handle.net/11328/3749

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Open Access

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