Which concept suggests that consumers' feelings about a brand go beyond its actual functionality?

The concept that best captures the idea that consumers' feelings about a brand extend beyond its actual functionality is brand affect. This term refers to the emotional responses and associations that consumers develop in relation to a brand, which can significantly influence their perception and purchasing behavior.

Brand affect encompasses the positive or negative feelings that consumers may have about a brand based on their experiences, marketing communications, and even cultural perceptions. These emotions can affect brand loyalty, consumer preferences, and the overall brand image, often leading to a stronger connection than mere functional attributes might suggest.

In contrast, cognitive bias pertains to systematic patterns of deviation from norm or rationality in judgment, which do not specifically address emotional connections to brands. Brand experience focuses on the sensory and interactive aspects of consumer-brand interactions but does not directly imply the emotional aspect. Customer satisfaction relates to how well a brand meets consumers’ expectations but doesn’t fully encapsulate the broader emotional feelings associated with a brand.