Abstract

Certain products enjoy sustained emotional attachment and widespread customer loyalty. Hero Honda Splendor, the world’s largest selling motorbike, is an unique example of such a product. This motorbike brand is a rare example of longevity and product attachment among millions of two wheeler users and their families in India. The paper proposes a theoretical model for longevity and universal product attachment. According to the model for longevity and universal product attachment it is important that there is an uninterrupted congruency between the shared emotive needs of people and the shared emotive identity of the product. It is in this context that two cross cultural studies were undertaken in India to investigate the emotive needs of Splendor owners and emotive identity of Splendor. The results of the two studies establish the presence of uninterrupted congruency between the shared emotive needs of people and the shared emotive identity of the Splendor.