Aaron Ahuvia

Aaron Ahuvia, Ph.D.
Professor of Marketing
University of Michigan
Dearborn Campus
College of Business


Professor Ahuvia is the most widely published and cited academic expert on brand love. Dr. Ahuvia has been at the forefront of research into consumers’ love of products, brands, and activities since he published the first major scientific study on this topic twenty years ago. His most recent work uncovers the deep psychological structure of brand love, overturning theories of brand love that have been widely used in business and academic settings until now. Click here to read these new findings, published with his colleagues Rajeev Batra and Richard Bagozzi.

Professor Ahuvia’s research has been quoted in leading publications such as The New York Times and The Wall Street Journal, and he has been interviewed on public radio talk shows as well as popular television shows such as Oprah.

Top Consumer Behavior Researchers
A published study ranking consumer researchers reported that Dr. Ahuvia is the 19th most influential in the US, and number 22 in the world.


Download Key Research on Brand Love

A full list of papers is available here


Dr. Ahuvia’s primary collaborators on this research are

Rajeev Batra and Richard Bagozzi
as well as
Philipp A. Rauschnabel and Pankaj Aggarwal

Can people really love brands? Absolutely. Professor Ahuvia’s studies show that “brand love” (i.e. love of products, services or brands) is in fact quite common, and is of utmost importance to businesses. Love occurs in a wide variety of contexts including romance, family relationships, love of God, love of country, loved activities, and yes, loved products, services and brands. Across all these contexts, love is a profoundly powerful psychological system which produces attraction, commitment, a willingness to make sacrifices, a reluctance to believe negative information, and often a desire to talk positively about the person or thing we love. In the marketplace, this translates into brand love wherein consumers have a strong desire to purchase the brand, a high level of brand loyalty, a willingness to pay price premiums, a resistance to competitors’ claims, and a tendency to publicly sing the praises of the loved brand. What’s more, recent studies by Dr. Ahuvia and colleagues published in a leading scientific journal, show that brand love beats competing models in its ability to explain consumer behavior. Dr. Ahuvia’s publications, seminars and talks explain what exactly brand love is, how it works psychologically, and how to create brand love relationships with consumers that benefit the business and the consumers alike.