Paper Title
Question-Asking, Brand Love and Consumer Learning

The research aims to illustrate the impact of question-asking behavior on brand love. Based on the consumer learning perspective, an experiment was conducted to examine the hypotheses. This study demonstrated that consumers asking questions with higher breadth (quantity) and depth (quality) would generate more brand love than the lower breadth and depth. Results showed that the quality of questioning might affect brand love more than quantity. Accordingly, thisconclusion renews our understanding and extend the studies and applications on consumer question-askingand brand love. Keywords: Question-asking, Brand love, Consumer learning, Motivation-liking systems, ANOVA analysis