本研究發現品牌愛戀者在品牌轉移之前，會發生不一程度的愛戀弱化，根據這個現象，研究者利用弱化的方式不同，嘗試將品牌愛戀者分為三種類型：A型、B型、C型，而研究也發現，不同類型的品牌愛戀者所呈現出來的轉移模式也不同，可以概分成兩種轉移模式：(1)品牌愛戀弱化至消失→熟悉陌生人→品牌轉移(2)品牌愛戀弱化→弱化加深→品牌轉移。 Retaining customers plays a vital role in pursuit of long term business success. Consumer loyalty and brand love have recently attracted rising interest in marketing research. This study aims to establish an understanding of brand detachments in the relationship ending process between a customer and brand. Because of their high emotional attachment, brand lover adore their brands and even fervently defend them against all odds.
Yet, some of these relationships break down. This article addresses the question why strong emotional bonds with brands are weakened, and how consumers experience the process of emotional detachment and relationship termination. This study draws theories from marketing, sociology, psychoanalysis and psychology. Theoretical prototypes and models on how to establish and improve relationships with customers used to understand the vital elements required in forming a relationship, assuming an absence of which might contribute to the dissolution of a relationship.
By using narrative inquiry, a relatively new qualitative methodology, is the study of experience understood narratively. It is a way of thinking about, and studying experience. Phenomenological interviews with brand lovers revealed that (1) three types of brand lovers (2) two patterns of brand switching are two main discovers of this study.