Akademik Veri Yönetim Sistemi
14th International New York Academic Research Congresses on Social, Humanities, Administrative, and Educational Sciences, New York, Amerika Birleşik Devletleri, 12 - 14 Aralık 2025, ss.37, (Özet Bildiri)
In today’s economically unstable world, many consumers find themselves unable to purchase their loved brands. Although previous research has established brand love as a powerful driver of loyalty and long-term commitment, little is known about how this intense emotional attachment endures or transforms when purchasing becomes impossible. This study addresses this gap by examining how financial constraints influence the strength and expression of brand love. Specifically, it investigates whether financial inaccessibility diminishes affection for a loved brand or reshapes it into a symbolic form of connection. Financial constraints may generate psychological tension between emotional attachment and practical restrictions, leading consumers to either distance themselves from the brand or sustain their love through non-purchasing behaviors, such as social media engagement, nostalgic reflection, or continued advocacy.
A two-stage survey design was employed. First, a screening questionnaire identifies consumers who can no longer afford their loved brands owing to financial constraints. Subsequently, participants meeting these criteria will form a purposive sample completing a detailed survey measuring their current level of brand love, perceived financial constraints, and emotional responses toward the inaccessible brand. This study seeks to extend the understanding of brand love beyond transactional behavior and provide practical insights into how brands can maintain emotional connections with financially constrained consumers through symbolic and empathetic communication.