Figuring Out: Brand Love & Consumer Loyalty | Podcast #EP37 1 Credit
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Welcome to another exciting Episode of W.T.F. with Saul! This Episode features a fascinating conversation between Saul and Dr. Aaron Ahuvia, a pioneering researcher and author who has spent decades studying why people love products the way they love other people. In today’s hypercompetitive marketplace, customer loyalty is no longer just about repeat purchases—it’s about creating emotional connections.
This engaging CPE Episode explores the powerful concept of Brand Love and how it reshapes the way consumers interact with brands. The Episode dives into the psychology of brand love, drawing on evolutionary biology, cognitive science, and marketing research to uncover the three core ingredients that foster emotional bonds: exceptional quality, memorable customer experience, and brand personification. Participants will learn how modern consumers integrate products into their identities and how this relationship is formed, sustained, and deepened over time.
Major Topics:
Join this CPE Episode as we explore the future of brand love in a digital age. As artificial intelligence and digital assistants become more human-like, we also examine the ethical and practical implications of AI-driven customer experiences. How can marketers use virtual agents and avatars to build brand affinity without losing trust?
| License details | Credits | Status |
|---|---|---|
| Communications and Marketing for Certified Public Accountants (CPA-US) | 1 CPE | Approved |
| Communication for CPA in Canada | 1 CPD | Eligible |
| Communications and Marketing for Delaware Licensed Public Accountant (DE-LPA) | 1 CPE | Eligible |
| Association of Chartered Certified Accountants (ACCA) | 1 CPD | Eligible |
| Chartered Accountant - ICAEW | 1 CPD | Eligible |
| Communications and Marketing for Iowa Licensed Public Accountant (IA-LPA) | 1 CPE | Eligible |
| Communications and Marketing for Maine Licensed Public Accountant (ME-LPA) | 1 CPE | Eligible |
| Chartered Accountants - Ireland (CAI) | 1 CPD | Eligible |
| Chartered Accountants - Scotland | 1 CPD | Eligible |
| CPA - Ireland | 1 CPD | Eligible |
Credit
1
Course Level
Basic
Instructional Method
QAS Self Study
Group Internet Based
Pre-requisites
None
Advance Preparation
None
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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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