Brand love in emerging market: a qualitative investigation

Abstract

Purpose

The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market. Brand love is an emerging concept in the domain of consumer psychology. It has been regarded as the motivating force behind contemporary hedonic consumption. Yet little qualitative exploration has been done to understand brand love especially in the context of emerging Asian market.

Design/methodology/approach

This article is grounded in consumers’ everyday experiences of loving particular brands. Semi-structured depth interviews have been conducted.

Findings

Based on the findings of the depth interviews, a conceptual framework has been developed showing the antecedents and consequences of brand love. This study also throws light on the specific psychological phenomenon of the emerging market consumers. The findings form the basis for a discussion of the theoretical and practical implications of brand love in the context of emerging economy.

Originality/value

Value of this article lies in developing a grounded theory of brand love in the context of emerging Asian market.

Citation

Sarkar, A. (2014), "Brand love in emerging market: a qualitative investigation", Qualitative Market Research, Vol. 17 No. 4, pp. 481-494. https://doi.org/10.1108/QMR-03-2013-0015