Emotional branding

Fournier (1998) found that the brands can function as practical relationship partners. Consumers develop an emotional bond with the brand as their chosen variant for fulfilling their wants and needs (Broyles & Schumann 2003). Consumers create meaning and try to delineate or fortify their identity though the brands that they prefer and consume (Czellar & Palazzo, 2003). They "reach beyond the purely rational and purely economic level to spark feelings of closeness, affection and trust (Belk, 1988, p. 146) and are perceived as resources for individual identity projects (Czellar & Palazzo, 2003).

Brands may be attributed to social meanings. Terms such as 'Lovemarks' (Roberts, 2004) and 'emotional branding' (Gobe, 2001; Zaltman, 2003; Thomlinson, 2004) are now associated with the concept that simply being functional is not enough to ensure success in the market, they must arouse an emotional attachment (Fournier, 1998). Emotional branding tries to create bonds between consumers and brands, ultimately ensuring that these brands become a part of the self-view of the consumers. Brands can impart stability in an ever evolving world, this assurance is a crucial factor i their added value (Feldwick, 1991, as cited in Elliot & Wattanasuwan, 1998).