A cross cultural comparison of brand love in consumer brand relationships: Is ‘transmissive brand love’ a potential platform for developing brand equity?

Abstract This article examines ‘brand love’ in a cross-cultural sample from New Zealand and China. Rather than interpersonal love, Howden’s model of spiritual love was applied this research. Two groups tertiary students, China, were interviewed on their brand relationships using semi-structured format analyzed reflexive thematic analysis. The results showed that all four components could be used to describe relationships, three applicable relationships. Chinese samples strongly differentiated two these components, which consistent with individual the West collective A new unified ‘transmissive’ where acts as conduit rather destination for human is developed results. addresses many theoretical issues arise brands not being properly responsive partners ‘love’ also jointly compatible expressed Western societies, within culture. It therefore offers significant contribution our understanding how can actively increase equity facilitators