When I fall in love…. it will be forever.' It's one of the best-known lines in the Great American Song Book, but romantic love is now an increasingly familiar concept in marketing. It's said that people can form a deep and meaningful emotional connection with their favorite brands, just as they can with a life partner. New research from Rosen College of Hospitality Management's Dr. Juhee Kang looks at what this means for luxury hotels and what they can do to stay in tune with modern consumers.
Kang, Juhee. (2018). Finding desirable post-consumption behaviors: an investigation of luxury value and romantic brand love relationships. International Journal of Contemporary Hospitality Management Vol. 30 No. 9 2018 pp.2984-3003. https://doi.org/10.1108/IJCHM-07-2017-0410.
"Romantic Brand Love in the Luxury Hotel Sector,"
Rosen Research Review: Vol. 1
, Article 5.
Available at: https://stars.library.ucf.edu/rosen-research-review/vol1/iss2/5