Aesthetic evaluation underpinning brand love relationship development: an activation likelihood estimation...

Brand love is a crucial construct in marketing strategies. Building brand love can generate stable profits for enterprises. Although the marketing literature points out that aesthetic factors contribute to establishing the relationship as a trigger, to what stage of the relationship do they influence the minds of consumers? The present study attempts to reveal the involvement of aesthetic experiences in brand love developmental dynamics.

Using the activation likelihood estimation method, we address this issue by assessing overlapping brain regions between brand love at each stage and aesthetic experiences. We adopted three major meta-analytic decoding analysis modules to objectively interpret these brain regions, namely, Neurosynth, NeuroQuery, and the Behavioral Analysis plugin (BrainMap platform). Moreover, we performed a correspondence analysis to identify relationships of mental processes between aesthetic experiences and brand love in each developmental stage of brand love.

Our results suggest that the same neural mechanism and mental processes may be underlaid between brand love and aesthetic experiences across all stages. Although reward- and emotion-related mental processes are commonly underlaid between brand love at the first-half stage and aesthetic experiences, exteroceptive and interoceptive signals may drive those mental processes between the early and migration stages of brand love, respectively, and aesthetic experiences. Overlapping regions of brand love at the stable stage and aesthetic experiences may be associated with semantic processing.

We demonstrate that several brain regions overlapped between brand love and aesthetic experiences across all the brand love developmental stages. Therefore, aesthetic experiences might be associated with the mental processes of brand love development through all the developmental stages. Our results suggest that aesthetic experiences are essential elements for developing brand-love relationships.

Our findings indicate that marketers should recognize that aesthetic experiences play a crucial role in building a bond between brands and consumers, not only when choosing brands. Thus, marketers need to design visual strategies from the view of nurturing brand-love relationships.