STRATEGIC MARKETING (CQC 7004)

LECTURER: DR. ZALFA LAILI BINTI HAMZAH

 Introduction, Study 1 &Study 2 by:
Subashini Paniselvam (CQC170022)

Study 3, Case Study on Coca Cola &

Conclusion by:
Lau Phek Yen@Shirley (CQC170026)
• Uncover the implicit definition of love that consumers are using when they
say they
love a particular brand or product.
• Consumer will view some brands as definitely loved, some brands as
definitely
not loved, and other brands falling into a “sort-of-loved” middle category

Methodology
 Study 1 - 70 structured telephone interviews
 Study 2 - focuses specifically on loved brands (e.g., Apple, Victoria’s Secret). It
includes 18 detailed interviews
 Result :
 In Study 1, we found that 96% of the respondents claimed to love something other
than another person, and 72% percent viewed at least one object or activity as
being loved in the strictest, most literal sense of the word.
 In Study 2, 100% of the respondents claimed to either “love” or “sort-of-love” at
least one brand, and 89% put at least one brand into the “love” (as opposed to
“sort-of-love” or “not love”) category.
 Strongly held Intrinsic rewards
values and Great quality/qualities
existential
meaning
Elements of the
Frequent Self-identity
Brand Love
thought and Prototype
use

Willingness to invest Positive affect

Emotional Passionate Length of use

bonding and desire and a
anticipated sense of natural
heartbreak fit
The applicability of interpersonal love theories to brand love.

The brand love emotion or the brand love relationship?

TO KNOW WHICH COMPONENTS ARE THE MOST IMPORTANT FOR THE BRAND LOVE TO BE STRONG.
TO STUDY HOW THESE COMPONENTS ARE ORGANIZED.

Lead to a much more comprehensive

understanding of how consumers actually
experience brand love

It showed how more lower-level subcomponents

can be used to influence higher-level consumer
perceptions by showing how survey data on
these prototype elements can be collected and
modeled structurally.

Analysis which component or subcomponent

might have the strongest impact on the overall
strength of felt brand love.
MANAGERS WITH BUDGET CONSTRAINTS NEEDS TO KNOW WHICH PATHWAYS AND MECHANISMS TO
EMPHASIZE TO MAXIMIZE THE RETURN ON INVESTMENT OF BRAND-LOVE-INCREASING EFFORTS

Build brands that Create positive

Facilitate passion- symbolize or emotional
driven behaviors facilitate self- connections with
brand integration the brand

To create and
leverage a feeling
Long-term
of anticipated
relationship
separation
distress.
.COCA COLA IS A WELL-KNOWN BRANDS THAT HAVE HIGH BRAND LOVED LEVEL AMONG
THEIR CUSTOMERS.

.THE END GOAL OF THESE BRANDS WAS TO CREATE A PERSONALIZED EXPERIENCE THAT THE
CONSUMER FEELS EMOTIONALLY ENGAGED WITH THE BRAND.

.BRAND LOYALTY ALSO DEALS WITH CONSUMERS PREFERRING YOUR BRAND TO OTHERS
BECAUSE YOUR PRODUCTS OR SERVICES ARE SUPERIOR TO COMPETITION.
 Emotional connections, targeted
advertisement

Has done market research on its potential

customer and has been able to determine the
types of product consumers want , where to
promote, and what price to offer

My Coke Rewards program allows customers to

scan coca-cola products and earn points.

Coke has developed a huge presence on social

media with having more than 75 millions followers
on Facebook, consumers see how popular the
product is and what the reputation of the brand and
tend to prefer that brand. ( Long-term relationship)
 More work is needed to determine how the components
of brand love identified here interact with one another.

 Furthermore, as there are different types of

interpersonal love , there might be different types of
brand love.

 Research is needed to broaden the findings to other

types of consumers and categories, particularly
durables and services.

 Further study is needed of the extent to which the

findings apply to other branded objects and
possessions.