Aaron Ahuvia

Aaron Ahuvia

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  • 5 / 5
  • Consumer Psychology & Brand Love
  • Marketing & Brand Strategy
  • Identity, Emotion & Consumer Behavior
  • Cross-Cultural & International Marketing

Dr. Aaron Ahuvia is a Professor of Marketing at the University of Michigan–Dearborn College of Business and is widely recognized as the foremost academic expert on brand love—a concept he pioneered. His groundbreaking research delves into why consumers form deep emotional connections with products, brands, and activities, exploring the intersection of love, identity, and consumer behavior. 


Dr. Ahuvia earned his BA in Philosophy from the University of Michigan and his Ph.D. in Marketing from Northwestern University's Kellogg School of Management, where he collaborated with renowned marketing scholar Philip Kotler. He began his academic career at the University of Michigan's Ross School of Business before joining the Dearborn campus, where he has received accolades for both his research and teaching excellence. He also holds appointments at the University of Michigan–Ann Arbor's Penny W. Stamps School of Art & Design and the Center for Middle Eastern and North African Studies. 


Throughout his career, Dr. Ahuvia has published over 100 academic papers and presentations, with his work being cited extensively in the fields of marketing and consumer psychology. His research has been featured in prominent media outlets such as The New York Times, The Wall Street Journal, Time, and Glamour, and he has appeared on public radio and television programs, including The Oprah Winfrey Show. 

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