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Title: Neural Aspects of Brand Love
Authors: Cayolla, Ricardo
Fetscherin, Marc
Duarte, Isabel C.
Castelo-Branco, Miguel
Keywords: Brand Relationships
Brand Love
Issue Date: May-2016
Publisher: EMAC
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,
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.
Appears in Collections:REMIT - Comunicações a Congressos Internacionais / Papers in International Meetings

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