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EMAC 2019 Annual Conference

A comparative, exploratory study of the emotional nature of love across different contexts

Published: May 28, 2019


DIMITRA MARGIETA LYKOUDI, UNIVERSITY OF PIRAEUS; Georgia Zouni, University of Piraeus; MARKOS TSOGAS, University of Piraeus


brand love; destination love; interpersonal love


For many years interpersonal love has been considered as the basis of brand love in terms of the emotional nature. On the contrary, recently a rising body of researchers (e.g. Langner et al., 2015) examined and found that stronger emotions are observed in interpersonal love than in brand love and thus they are perceived as different emotions. The main objective of this study is to gain initial insights into the similarity, intensity, complexity, objectivity and vagueness of the three notions; the notion of brand love, interpersonal love, and the novel notion of destination love. This study reveals that destination and interpersonal love share more similarities than differences, unlike brand love and interpersonal love. Destination and brand love share marginally more similarities than differences.