What are the most powerful reasons why consumers are loyal to a brand, pay a price premium for it, and sing the brand’s praises to others?

Recent scientific research has demonstrated that a new measure, modeled on interpersonal love and called brand love, can predict these crucial consumer behaviors far more powerfully than can customer satisfaction, net promoter, positive attitudes, and similar measures. What’s more, brand love can have a profound influence on sales not just for the fortunate few brands like Apple or Tesla that have passionate adoring consumers, but for more typical brands as well.

Brand love works because it involves both the rational cost/benefit side of a consumer’s relationship with a brand and the warmer emotional attachment that consumers can experience with a brand. In this workshop you will learn what brand love is, why it is so powerful, and how you can build stronger, more enthusiastic, customer connections.

Presenter: Aaron Ahuvia, Marketing, College of Business, University of Michigan-Dearborn

The session will run from 8:30-4:30 and lunch will be provided.

Location: University of Michigan-Dearborn College of Business
19000 Hubbard Drive, Fairlane Center South, Dearborn, MI 48126

Cost: $300

College of Business

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