Brand Love Research Articles

The Role of Social Media in Building Islamic Banking Consumer Engagement: Analysing the Impact of Brand Personality Traits and Brand Love

This study aims to shed light on the role of social media in building consumer engagement and examines the impact of Islamic brand personality traits on electronic word-of-mouth and brand trust in the context of social media engagement behaviour within Islamic online banking. To assess the proposed model a sample of 665 users was recruited. The results show that the brand personality traits of Islamic brands within the context of the Islamic banking sector have a positive impact on brand trust and electronic word of mouth when mediated by brand love. This study addresses this gap in research by examining the impact of Islamic brand personality traits and brand love on electronic word-of-mouth and brand trust in Palestine. These results underline the importance of considering the alignment of brand personality traits with Islamic principles in fostering engagement and trust towards the brand.

How Brand Engagement Shapes Brand Equity: Insights from Smartphone Users with Brand Love as a Mediator

Samsung is one of the major smartphone brands in Indonesia. However, Samsung's brand index has been experiencing a downward trend from 2020 to 2024. The total brand index for Samsung has declined by 13.8% over the past five years. Currently, consumer preferences in purchasing smartphones heavily depend on brand strength, necessitating that this research is complemented with appropriate marketing communication strategies. Therefore, the purpose of this research is to determine the extent of the influence of Brand Engagement on Brand Equity through Brand Love in high-end Samsung smartphones in Indonesia. This research is a quantitative study with descriptive and causal analysis. The purposive sampling method applied in this study resulted in data from 275 individuals who have been high-end Samsung smartphone users in the last three months. This research utilizes the PLS-SEM analysis method. The findings of this investigation reveal a significant and positive influence, both directly and indirectly, of the variables brand engagement and brand love on brand equity. Future research could use the same object but in different regions and consider adding other variables that could enhance brand equity, such as brand experience.

The Effect of Service Quality Dimensions, Perceived Value, Customer Satisfaction, and Brand Love toward Customer Retention on First Media’s Subscribers

In the dynamic telecommunications sector, customer retention is of paramount importance for companies like First Media in Indonesia, given the rapid technological advancements and increasing demand for high-quality services. This study explores the factors influencing customer retention, including service encounter communication, internet service quality, service convenience, perceived value, customer satisfaction, and brand love. Service encounter communication, service convenience, and internet service quality are examined in relation to their effect on perceived value, customer satisfaction, and customer retention. A comprehensive survey was conducted using Google Forms, with 49 indicators distributed across these variables, and data analysis was performed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results indicate that service encounter communication has a positive and significant effect on perceived value, customer satisfaction, and customer retention. Service convenience positively affects customer satisfaction but does not affect perceived value or customer retention. Internet service quality has a positive influence on perceived value. Perceived value enhances customer satisfaction, leading to improved customer retention and brand love, which in turn positively influences customer retention. This study provides valuable insights for First Media to enhance customer retention and satisfaction. However, it has limitations in terms of variable selection and testing, suggesting opportunities for future research to explore additional factors contributing to customer retention and brand management.

Forever I am yours: the interrelationship between service brand love, psychological contracts and customer switching barriers in the banking industry

PurposeThis study aims to examine the influence of dimensions of the psychological contract on strengthening customers' switching barriers through the mediating role of service brand love.Design/methodology/approachThe study used a cross-sectional survey research design to collect data from 406 respondents from commercial banks in the banking industry. A quantitative approach using structural equation modeling was used to analyze the data collected through structured questionnaires.FindingsThe findings revealed that dimensions of the psychological contract, namely, ideological, transactional and relational psychological contract, significantly influence the strengthening of customers' switching barriers when mediated by service brand love.Practical implicationsManagers should consider adopting high-intensity relationship approaches that go beyond mere customer satisfaction to ensure customer retention.Originality/valueWhile customer retention remains the primary avenue for establishing competitive advantages, there remain unresolved issues regarding what determines customers’ intentions to stay or switch. This study represents one of the initial endeavors to explore the psychological contract within the context of the service industry. It contributes to the existing knowledge by enhancing the understanding of the mechanisms that can impact customers' switching barriers and complements the literature on customer retention in the service domain.

Social Media Marketing Dynamics and Brand Loyalty: A Sequential Mediation Model in the Indonesian Packaged Drinking Water Industry

Purpose – This study uses the stimulus organism response (SOR) as the theory framework to analyze the sequential mediating roles of brand experience (BE), brand trust (BT), and brand love (BLV) to show the connection between Social Media Marketing (SMM) activities and brand loyalty (BL). Design/methodology/approach – The study approach was empirically evaluated using 310 SM users as data who follow bottled water brands on any platform and have made a purchase. Furthermore, a sequential multiple mediation model was tested using PLS-SEM. Findings – The results indicate that SMM significantly impacts BE, and BE significantly affects BT and BLV. Subsequently, this influence of BT and BLV contributes to an increase in BL. Additionally, it was revealed that BE, BT, and BLV sequentially and significantly mediate the relationship between SMM and BL. Research limitations/implications – Its cross-sectional design, sample bias towards younger, educated respondents, a narrow focus on BL from SMM activities, and a lack of consideration for sustainability and broader product types suggest a need for more diverse and longitudinal future research. Practical implications – The result emphasizes the need for brands to leverage SM as a critical channel for consumer engagement, suggesting the adoption of personalized, entertaining, and interactive digital campaigns to increase through memorable BE. Originality/value – This study pioneers using SOR theory to explore the SMM impact on BL within the bottled water industry, providing novel insights through empirically validating a model that links SMM activities with loyalty via BE, BT, and BLV.

How nostalgia in advertising increases brand love: a cross-country study

PurposeThis paper aims to investigate the extent to which nostalgic advertising can foster brand love. It examines the effects of two common forms of nostalgia in advertising – that is, personal and historical nostalgia – on consumers’ love towards a brand in both a developed (the UK) and a developing country (India).Design/methodology/approachA pre-test and post-test quasi-experimental study was conducted with two representative samples of consumers (i.e. 277 British and 255 Indian). Respondents were randomly exposed to one ad evoking either personal or historical nostalgia, or a non-nostalgic ad.FindingsThe results indicate that the use of nostalgia in advertising increases brand love in both countries. However, the effectiveness of each type of nostalgia varies depending on the country considered. In the UK, personal nostalgia increases brand love more than historical nostalgia, whereas, in India, historical nostalgia was found to be more significantly related to brand love than personal nostalgia.Practical implicationsThe primary implication for marketers is to consider nostalgic advertising as a critical lever to building longer-term value for a brand (i.e. brand love) whilst being mindful of the country-specific differences regarding how such a lever should be executed to achieve effectiveness be effective.Originality/valueThe paper contributes to the advancement of the brand love literature by clarifying whether, and under what circumstances, the use of specific types of nostalgia in advertising increases consumers’ love towards a brand.

INTEREST IN PURCHASING PRODUCTS WITH BRAND CONTENT LOVE AND COMMUNITY ENGAGEMENT ON SOCIAL MEDIA

Objective: The objective of this study is to examine the influence of brand love, fostered by social media content, on the desire of consumers to engage with brand communities on social media, ultimately leading to purchase intentions. Method: The research employed a non-probability random sampling procedure for data collection. Structural Equation Modeling (SEM) was utilized to test research hypotheses through models formulated using R Studio. Result and Discussion: The findings indicate that both brand passion and brand affection significantly affect social media engagement and brand purchase intention. Brand affection notably influences brand purchase intention through engagement with social media brand communities, while the impact of brand passion on brand purchase intention through such engagement was found to be insignificant. Research Implications: The research underscores the pivotal role of brand love in stimulating transactional desires through engagement within social media communities, thereby providing valuable insights for brands to enhance their future social media marketing strategies. Originality/Value: To enhance brand purchase intention for skincare products in Makassar City, Indonesia, this research found that brand passion must be elevated first. This can be achieved by creating positive experiences in every interaction between the brand and consumers. Consequently, brands need to build social media communities that resonate with the affections of skincare consumers. Managers should concentrate on identifying relevant consumer expectations to cultivate an appropriate social media environment for the target audience.

Building good brand experience to sustain positive electronic word of mouth: the mediating effect of brand love

PurposeThis study examined the role of brand experience (BE) dimensions (behavioural, intellectual, sensory and affective) to predict electronic word of mouth (e-WoM) through the mediating effect of brand love (BL) in the Egyptian organic cosmetics context.Design/methodology/approachIn accordance with the non-probability convenience sampling procedure and through an online survey, the study collected 312 responses from female consumers who have used Egyptian organic cosmetics brands regularly within the past two years.FindingsThe findings revealed that BE has a significant direct positive effect on BL. BE has also had a significant direct positive effect on e-WoM. In addition, BL has a significant direct positive effect on e-WoM. Finally, BL is a significant mediator between BE and e-WoM.Practical implicationsThis study offered several managerial recommendations. By considering BE as a tool, organic cosmetics' brand owners and managers can effectively develop and implement various experiential marketing strategies to create a love for that brand and develop long-term relationships with consumers, which in turn will lead to positive e-WOM.Originality/valueThis is a new study that uses Fournier’s relationship theory to investigate BE on BL to predict e-WOM in the context of Egyptian organic cosmetics brands. New insights are provided for the mediating effect of BL between BE and e-WoM in the context of Egyptian organic cosmetics brands.

Embedding moderators of customer-brand love for affecting purchase intention of customers in hypermarket brand stores

Purpose This paper aims to illustrate the impact of brand love on customers’ purchase intention in the presence of store aesthetics, store price image and customers’ demographic variables as moderating variables for hypermarket brand stores. Design/methodology/approach For achieving the objectives, a survey is conducted on the sample of 515 respondents those are the customers of hypermarket brand stores. The collected sample is analysed through structural equation modelling and moderation analysis by using AMOS. Findings The findings indicate various insights in terms of the results of moderation analysis. This study explains a significant moderation of store aesthetics, customers’ age and their local region for the brand love-purchase intention relationship in the research context. Originality/value The present study examines relevant moderators for brand love-purchase intention relationship by empirical means for hypermarket brand stores that is an under-explored researched context in Indian context. It adds considerable insights for academics and managerial practices in the arena of customer-brand love and emotional affiliation.

Brand transgression in corporate social responsibility era: empirical evidence from hospitality industry

ABSTRACT Consumers rely on prior information and interactions with the brands to develop their expectations through the firm's corporate social responsibility (CSR) initiatives, but some adverse incidents violate the customer-brand relationship. In such circumstances, it is inevitable for the brands to understand how consumers react and how they can be managed strategically. Therefore, this research aims to determine the impact of brand transgression on brand retaliation and the mediating role of negative emotions between brand transgression and brand retaliation. Using attribution theory, this study determines the extent to which the relationship between brand transgression and negative emotions is moderated by brand love and the association between negative emotion and brand retaliation is moderated by positive word-of-mouth (WOM). The data was collected using a survey questionnaire from 357 consumers and analyzed using process macros analysis techniques. The findings show a positive linkage between brand transgression and brand retaliation among consumers in the hospitality industry. Lastly, this study confirmed that brand love weakens the positive relationship between brand transgression and negative emotions, and positive WOM weakens the positive relationship between negative emotions and brand retaliation.

Wellness tourism experience and destination brand love

ABSTRACT This study assessed various aspects of the wellness tourism experience in Thailand. A survey was conducted with a sample of 420 Chinese tourists. The findings revealed significant and insignificant effects of the wellness tourism experience on the development of destination brand love. Additionally, it confirmed that barriers and destination familiarity play a vital role in shaping tourists’ responses and strengthening their affinity towards the destination brand. The results highlight tourists’ focus on comprehensive experiences rather than external dynamics like weather. This study suggests collaboration among stakeholders to enrich the overall travel experience and prioritize the emotional wellbeing of tourists.

The Impact of Brand Experience on eWOM: Brand Love and Brand Loyalty as Mediators in Consumer Electronics

Purpose: This study examines how brand experience affects eWOM by considering brand love and brand loyalty as mediators in consumer electronic sector. Design/methodology/approach: A data survey was conducted in Ho Chi Minh City, Vietnam, with 350 eligible respondents via Google Forms. The PLS-SEM approach was implemented to gauge the measurement and structural model. Findings: The finding demonstrates that brand experience, brand love, and brand loyalty have a beneficial impact on eWOM. Furthermore, brand love and brand loyalty serve as mediators connecting brand experience and eWOM. Research limitations/implications: This research might be used by scholars and practitioners to investigate how brand experience impacts eWOM in the consumer electronics sector, focusing on brand love and brand loyalty as mediators. Originality/value: This investigation is one of the pioneers in deploying the SOR model to analyze how brand experience affects eWOM. It also contributes to existing research by highlighting the roles of brand love and brand loyalty as mediators in connecting brand experience with eWOM.

The influence of service quality, passenger satisfaction, perceived value, and airline brand love on word-of-mouth behavior among domestic airline users in Indonesia

This study aims to analyze the impact of crucial dimensions in the Indonesian domestic airline industry, namely Service Quality, Passenger Satisfaction, Perceived Value, and Airline Brand Love, on Word of Mouth (WOM) behavior among passengers. Data was collected from respondents who are users of domestic airlines in Indonesia. The analysis revealed several key findings. Firstly, Passenger Satisfaction has a significant positive influence on both Airline Brand Love and Word of Mouth. This relationship is supported by the calculated t-value exceeding the critical t-value and the significance level (P-value) being less than 0.05. Therefore, to increase sales, improving passenger satisfaction levels should be a priority. Secondly, Perceived Value does not have a significant positive influence on either Airline Brand Love or Word of Mouth. This is evident from the calculated t-value being lower than the critical t-value and the P-value being greater than 0.05. Nevertheless, it's important to still consider the aspect of Perceived Value in efforts to enhance customer experience. Thirdly, Service Quality has a proven significant positive influence on Airline Brand Love, but not on Word of Mouth. This positive relationship is indicated by the calculated t-value exceeding the critical t-value and the significance level being less than 0.05. In this context, improving service quality can be a crucial factor in building brand love for the airline. Thus, this study provides insights into the factors influencing Word of Mouth behavior in the Indonesian domestic airline industry. The implications of these findings are the need for airline companies to focus on improving passenger satisfaction and service quality to strengthen the connection between Passenger Satisfaction, Airline Brand Love, and Word of Mouth. Additionally, although Perceived Value does not have a significant impact in this context, it remains important to consider this factor in efforts to maintain customer satisfaction and loyalty.

BRAND LOYALTY MODEL BASED ON BRAND LOVE AND BRAND TRUST

This research aims to examine the relationship between brand love and brand loyalty through brand trust in BHS brand sarongs. The sample in this study was 100 respondents, with a sampling technique using a non-probability sampling technique, with a purposive sampling technique, namely a technique for determining samples with certain considerations. The analysis method used is the SEM method with SmartPLS. The findings of this research are that brand love has a direct effect on brand loyalty and brand trust, while brand trust has no direct effect on brand loyalty. And brand trust is unable to mediate the relationship between brand love and brand loyalty. The conclusion in this research is that brand trust has no effect on brand loyalty, indicating that even though a brand has high trust, if it is not accompanied by the ability to buy, it is impossible to give birth to brand loyalty. The next finding is that high brand love will give birth to brand loyalty to a brand.

Surviving at a Falling Transportation Industry with the Help of Emotional Relationship with your Customers

Introduction Public intercity transportation is an example of a rapidly evolving industry. In developing countries, we observe the increasing popularity of airlines, whereas bus lines start to lose their significance. Methods The successive bankruptcy of bus companies, which have made a large amount of investment and provided significant employment, is a case worth examining. This article offers a case study from the Turkish public intercity transportation industry in which a bus company distinguishes itself by becoming a love brand with the relationship it establishes with its customers. The case shows that the emotional relationship established during the ups and downs of sectors have become insurance that protects companies during the downturn. Results To support our argument, we estimated the occupancy rates of bus companies based on characteristics such as ticket price, travel time, existence of catering service, social media interaction, and year of establishment. We found that the significant variables explaining occupancy rates are the companies' founding year and positive social media interaction frequency. Conclusion In an estimation where even the price is not a significant variable at the 0.01 level, the significance of the above-mentioned variables shows that relationship-based dynamics can be important demand determinants in a conventional transportation sector.

Does age affect love? Exploring the antecedents and outcomes of brand love and the influence of generational cohorts on streaming services

Does age affect love? Exploring the antecedents and outcomes of brand love and the influence of generational cohorts on streaming services

A Study on Customer Engagement of Kopi Kenangan: Reviewed from a Social Media Marketing Perspective, Brand Image and Brand Love

This research aims to examine the study of Kopi Kenangan customer engagement: viewed from the perspective of social media marketing, brand image and brand love. The population in this study were consumers who consumed food/drink products sold by Kopi Kenangan in Padang City with a sample of 175 people. The sampling technique uses a nonprobability sampling method with purposive sampling technique. The data analysis method used is SEM-Partial Least Square (PLS). The research results found social media marketing has a positive and significant effect on brand love. Social media marketing positive does not have a significant effect on customer engagement. Brand image has a positive and significant effect on brand love. Brand image positive does not have a significant effect on customer engagement. Brand love has a positive and significant effect on customer engagement. Social media marketing and brand image have a positive and significant effect on customer engagement with brand love as a mediating variable. The effect of brand love mediation on the influence of social media marketing and brand image on customer engagement, based on the mediation analysis procedure in SEM-PLS with the path coefficient significance method shows that the indirect relationship is significant, but the direct relationship is not significantso that conclusions can be drawn from the results of the decisionIndirect-only mediation(indirect relationship mediation only)in the form of full mediation (full mediation)

Investigating of the influence process on consumer’s active engagement through emotional brand attachment and brand love

Investigating of the influence process on consumer’s active engagement through emotional brand attachment and brand love

Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand

This study examined the influence of brand personality on consumer–brand relationships, specifically brand love (BL) and brand hate (BH), and their subsequent impact on purchase intention, drawing from the balance theory of attitude change. It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes’s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, ‘Bad’ communication was found to moderate the relationship between BL/BH and purchase intention. This research contributes to the branding literature by exploring these relationships within the airline service sector and underscores the significance of considering the impact of negative brand information on emotional consumer–brand relationships in this context.

Responsible brand leadership in services: fostering love, ethics, and empowerment

ABSTRACT Recognizing the absence of clear guidance from marketing literature on the most effective leadership approach for brands, this study explores how brands, akin to human leaders, can strategically adopt responsible leadership. Thus, current research conceptualizes and examines responsible brand leadership's direct and indirect effects on brand-related variables, including brand love, positive ethical judgment, and customer empowerment. Moreover, it examines the influence of ethical judgment and customer empowerment on brand love. The proposed framework was tested in restaurant contexts due to its dynamic nature. Data from 358 diners were collected via a structured questionnaire, and hypotheses were tested using MPlus 8.3. This study establishes responsible brand leadership as a viable construct and offers compelling evidence that it leads to positive outcomes. Multigroup analysis further validates the effectiveness of responsible leadership across gender and restaurant type. Brand managers can adopt responsible brand leadership for enhanced brand reputation and positive customer relationships.