Australian research: Consumers are emotionally attached to brands

http://econsultancy.com/us/blog/11232-australian-research-consumers-are-emotionally-attached-to-brands

This research was interesting to me because it shows how emotionally connected consumers are to brands. This study found that one in four consumers feel an emotion close to love when it comes to choosing what brand to buy. That interesting to find that people feel that deep of an emotion from just a brand.
The research also found that men who feel this love for their favourite beer will purchase 38% more than the average consumer. This study also found that women would buy 60% more of their favorite laundry detergent if they felt a connection to it. It seems like it would be easy for businesses to make money if they could figure out how to create this connection between consumers and their products. I would be interested in seeing research (if there is any) on what makes people prefer certain brands compared to others and what specifically evokes these deep emotions for certain brands.