Analysis of the Generational Context of Brand Love Using Quantitative Data

As with human relationships in general, the relationship between consumers and brands is extremely complex and can be interpreted from different perspectives (psychological, sociological, marketing management, etc.). There are several theories about the development of this relationship, which can be defined as a series of stages, which can be sequential or simultaneous. The concept of brand love dates back over twenty years and its nature and dimensions have been studied by both academics and practitioners in the recent two decades. This study is part of this series of research, which, however, does not seek to establish a new conceptual framework, but focuses on the demographic context of brand love, with a special emphasis on generational characteristics. Using a previously validated scale describing brand love, adapted to aid its interpretation, having a non-representative sample, the primary research has found that younger generations values the importance of brands in their lives higher than older generations and they are more likely to develop a passionate attachment/love toward brands although age is less important in terms of commitment and intimacy.