Building Brand Love in Malaysia: A Qualitative Study

Dan Joon Chew, Khalil Md Nor


Joon Chew, Dan

Faculty of Business, Raffles University, Malaysia.
Email: danjc68@gmail.com

Khalil Md Nor

Azman Hashim International Business School, Universiti Teknologi Malaysia.
Email: m-khalil@utm.my

Abstract

The metaphor of human interpersonal relationship has greatly inspired researchers into adopting the similar concept in consumer consumption. This study has ride on this metaphor in searching for a deeper understanding of consumer brand love relationship development and progression. The purpose of this study is to gain the insight of consumer and their brand love relationship formation from the developmental perspectives. Built upon the interpersonal love relationship development theories, this study proposes a framework of Malaysian brand love relationship stages of development and progression. The qualitative explorative method was used to conduct this study. Twelve informants were interviewed in Johor Bahru and Kuala Lumpur on their brand relationship in the automotive product category. The findings has unveiled how Malaysian progresses in their brand love relationship development and this knowledge could change the way we build brand loyalty in Malaysia.

Key word: Brand Love, Consumption, Stages of Development, Stages of Progression

PDF Download

004-DJC