What is Single Brand Devotion

Prior consumer research shows that an individual can emotionally love a brand. The structure of this brand love is similar to interpersonal love. In this context, interpersonal love implies love between two people or a dyadic interpersonal love. People normally urge to maintain interpersonal relationships with several other people in the society by going beyond a dyadic relationship. This chapter investigates how a brand can be the focal point of such community formation where a group of people become closely connected around a focal brand. Such a brand can create brand fandom. The research described in this chapter identifies various factors that contribute to this brand fandom. Brand fandom results in consumers experiencing flow and transcendence, where they experience a temporary sense of separation from the mundane and reach a higher-level experience.