What type of responses do brand feelings evoke in consumers?

Brand feelings primarily evoke emotional responses that enhance the consumer's connection with a brand. When consumers develop feelings toward a brand, those feelings can significantly shape their perceptions and behaviors. In this context, social approval and self-respect become crucial as individuals often seek brands that resonate with their identity and values. Positive brand feelings can lead to a sense of belonging or social acceptance when consumers choose brands that align with their aspirations or social circles.

This deep emotional engagement often correlates with heightened brand loyalty and advocacy, as consumers who feel positively about a brand are more likely to persistently choose it over alternatives. Furthermore, these feelings can influence how individuals present themselves in social settings, thereby linking brand choices to their self-esteem and social identity.

While elements like market share, product features, or even brand loyalty and engagement play roles in luxury marketing, they are typically the results or consequences of the emotional connections formed through brand feelings rather than the initial responses these feelings evoke.