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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
Mattare-Monahan-Shah (p. 79-94)
Nonis-Hudson-Hunt (p. 95-106)


Crazy Little Thing Called Love: A Consumer-Retailer Relationship

Author(s): Mandy H. Ortiz, Mary P. Harrison

Citation: Mandy H. Ortiz, Mary P. Harrison, (2011) "Crazy Little Thing Called Love: A
Consumer-Retailer Relationship" Vol. 5, Iss. 3, pp. 68 - 80

Article Type: Research paper

Publisher: North American Business Press


Consumers use the word love to describe their feelings about objects, brands, and activities. Literature
has explored relationships with brands and objects, however, emotions towards a specific retailer have
not been explored. This study extends previous findings to qualitatively examine consumer-retailer love
and its relationship with self-concept and identity development. Nostalgia and comfort are two of the
factors that lead to retailer love. Informants find congruity between their self-concept and the retailer’s
personality. Consumers believe that the retailer can help them achieve their aspirations. This consumerretailer
love should lead to profitability for the retailer and improved self-concept for the consumer.