Evolution of Luxury Brand Love Intensity over Time

In their integrative review of the concept of material possession attachment, Kleine and Baker (2004) suggest that further research should be carried out to better understand the difference between consumer brand bonds and consumer-possession bonds. Based on their extant literature review, Kleine and Baker (2004) recommend clarifying these concepts that express bonds with brands and possessions, using terms such as ‘brand relationships’ (Edson Escalas, 2004; Escalas and Bettman, 2003; Fournier, 1998; Muniz Jr. and O’Guinn, 2001), ‘brand love’ (Ahuvia, 1993; Albert et al., 2008; Batra et al., 2012; Carroll and Ahuvia 2006), ‘possession attachment’ (Ahuvia 2005a; Belk 1988; Kleine and Baker 2004; Kleine III et al., 1995; Wallendorf and Arnould 1988), and ‘possession love’ (Lastovicka and Sirianni 2011). In particular, they highly recommend a study on how possession attachment evolves into brand meaning over time.