Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Davood Ghorbanzadeh,Atena Rahehagh

doi:10.1108/ramj-05-2020-0024

Davood Ghorbanzadeh, Atena Rahehagh

Open Access

https://doi.org/10.1108/ramj-05-2020-0024

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Abstract

Purpose Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. Design/methodology/approach A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. Research limitations/implications Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies. Practical implications The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices. Originality/value The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Highlights

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers
Kotler (1997) argues that high satisfaction creates rational preferences and creates a kind of emotional attachment to a brand that results from this emotional bond, leading to a high level of consumer loyalty
Based on the sixth scenario, we extend Oliver’s (1999) work – satisfaction is the beginning of a transitioning sequence that results in loyalty – by assuming that emotional structures play a mediating role in the relationship between satisfaction and loyalty

Summary

Introduction

Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. To establish such emotional bonds, “zero separation” and undivided brand loyalty have to be provided (Unal and Aydin, 2013) It should, seek to create and build a new form of relationships between satisfaction and loyalty. If we consider satisfaction at the lowest level of the consumer–brand relationship chain, it can be realized in a one-time consumer–brand interaction (Aurier et al, 2001; Guillard and Roux, 2014; Unal and Aydin, 2013) Emotional aspects such as emotional attachment and brand love can be sought at higher levels of satisfaction that are realized in consumers’ interaction with the brand for several times (Carrol and Ahuvia, 2006; Thomson et al, 2005). Kotler (1997) argues that high satisfaction creates rational preferences and creates a kind of emotional attachment to a brand that results from this emotional bond, leading to a high level of consumer loyalty. Carrol and Ahuvia’s (2006) study empirically demonstrates that emotional and passionate love for a brand is a predictor of brand loyalty; emotional attachment and brand love (not merely satisfaction) are a drive to loyalty

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