Brand Love Research Articles

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

The Influence of Brand Satisfaction on Brand Loyalty with Emotional Brand Attachment and Brand Love as Intervening Variables on Millennial Consumer at Clinic Ms Glow Medan

This research aims to test the influence of Brand Satisfaction on Brands Loyalty with Emotional Brand Attachment and Brand Love as Intervening Variables. In this study, the population was Millennial Consumers at Clinic Ms Glow Medan. Sample used in this research were 150 respondents, sampling technique using purposive sampling. Data collection uses questionnaires and answers assessed using a Likert scale. Data analysis uses SmartPLS with analysis methods SEM (Structural Equation Modeling). The results of this research show that brand satisfaction, emotional brand attachment, and brand love have a positive and significant effect on brand loyalty. Brand satisfaction has a positive and significant effect on emotional brand attachment. Brand satisfaction has a positive and significant effect on brand love. Emotional brands attachment has a positive and significant effect on brand love. Brand satisfaction has a positive and significant effect on brand loyalty on Millennial Consumers at Clinic Ms Glow Medan mediated by emotional brand attachment. Brand satisfaction has a positive effect and significant impact on brand loyalty on Millennial Consumer at Clinic Ms Glow Medan which is mediated by brand love, in this case it is in the form of complementary mediation.

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.

Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City

Brand Love: Mediating Effect of the Relationship Between Social Media Marketing, Brand Loyalty and Brand Equity iPhone Brand Smartphone in Ambon City

The effects of customer brand engagement on brand love in sharing economy

ABSTRACT Collaborative consumption has drawn the attention of both managers and researchers. However, the literature focusing on the antecedents and outcomes of brand love in collaborative consumption is not well documented. Drawing on value co-creation theory, this paper has developed and tested a model capturing the role of brand love with data collected from Airbnb consumers. The results from 380 Airbnb consumers show that consumer brand engagement, perceived authenticity, and value co-creation are key drivers of consumer’s love of Airbnb. Brand love then positively influences consumers’ intention to revisit Airbnb. However, consumer brand engagement does not directly affect revisit intention. The paper concludes with theoretical and managerial implications.

Influence Brand Experience, Perceived Quality, And Brand Love On Brand Loyalty For Purchasing Janji Jiwa Products

This research aims to analyze the influence of variables brand experience, perceived quality, value, brand love to brand loyalty. This research uses a quantitative method approach through techniques purposive sampling. This research obtained 192 respondents, respondents aged 18-35 years, domiciled in JABODETABEK (Jakarta, Bogor, Depok, Tangerang, Bekasi), and had purchased Janji Jiwa products more than once. This research uses the method Structural Equation Model Partial Least Square (SEM-PLS).The results of this research show brand loyalty formed because it is influenced by value and brand love. Next, increase perceived quality influenced by brand experience, brand experience and perceived quality influence on value. The findings of this research can be used as an assessment of the Janji Jiwa product in increasing customer loyalty. Janji Jiwa’s brand is a coffee shop in Indonesia that is liked by many people. A positive customer experience regarding the purchase of Janji Jiwa products can expand the Janji Jiwa brand.

From click to fork: An empirical analysis of system and food quality influences in online meal kit consumption

This research explores the determinants and implications of brand attachment in the fast-growing online meal-kit industry. The objectives were to explore the components constituting the system and food quality, establish their impact on brand attachment, and examine the subsequent impact on consumer behavioral intentions. Utilizing big data analytics, the study analyzed real-time app content sourced from consumer reviews using a text mining technique and employed structural model analysis to validate a proposed model with five emerging factors from the consumer review data. The findings suggest that system quality parameters—perceived ease of use and perceived usefulness—significantly influenced food quality. Enhanced food quality cultivated brand love yet reduced brand hate. Notably, brand love and hate exhibited opposing correlations with negative electronic word-of-mouth and continuous usage intention. The outcomes secure crucial insights for ongoing engagement with online meal-kit services, significantly contributing to academic research and industry practice.

Understanding the Dynamics of Brand Love in the Automobile Industry

Understanding the Dynamics of Brand Love in the Automobile Industry

Interrelatedness of Brand Love and Brand Hate: The Case of a Female Personal Political Brand in Finland

AbstractThe purpose of this study is to increase the understanding of two extreme brand relationships, namely brand love and brand hate, and their interrelatedness. This qualitative study employs abductive reasoning and naturally occurring, public, social media data. A political personal brand is chosen to represent an understudied, yet information-rich, context for both brand love and hate. This study shows that brand love and hate are conceptually close to each other and share several mechanisms, such as word of mouth (WOM), strong emotions and strong attitudes. Further, this study shows how these two brand relationships are publicly expressed in social media. This study provides guidance for brand managers in responding to expressions of brand love and hate and in understanding the interconnectivity between the underlying reasons customers express brand love and hate. Interestingly, this study shows how brand love and hate with a personal brand may have spill-over effects with organisations the personal brand presents and vice versa. The study contributes to the intersection of extreme brand relationships, personal branding and political branding.

The role of employee empathy in forming brand love: customer delight and gratitude as mediators and power distance belief as a moderator

Purpose This study explores the influence of employee empathy on brand love, which subsequently affects customer advocacy, willingness to pay more (WTPM) and tolerance of failure. Additionally, it investigates the mediating role of customer delight and gratitude in connecting employee empathy with brand love and the moderating effect of power distance belief (PDB) between employee empathy and customer delight and gratitude.Design/methodology/approach A total of 751 usable data were gathered through scenario-based online surveys within a hotel context. The proposed conceptual model used Partial Least Squares - Structural Equation Modeling (PLS-SEM) for testing.Findings The results affirm the impact of employee empathy on brand love through the pathways of customer delight and gratitude, ultimately influencing positive customer behaviors, such as advocacy, WTPM and tolerance of failure. Moreover, the findings suggest that PDB diminishes the effect of employee empathy on customer gratitude, although it does not affect customer delight.Originality/value The study introduces novel insights into the significance of employee empathy as an antecedent of brand love. It contributes to the literature by concurrently conceptualizing customer delight and gratitude as mediators between employee empathy and brand love, consequently leading to favorable consumer behaviors. Furthermore, it advances our theoretical comprehension of an individual customer’s PDB and its psychological impact.

An examination of corporate citizenship on customer loyalty in the banking industry: a PLS-SEM analysis

PurposeThis research aims to address the need for a more in-depth empirical investigation of exploring the link between the adoption of corporate citizenship (CC) practices and different aspects of customer behavior in a developing country. Also, it develops a research framework and assesses the mediating role of brand image, brand love, brand reputation and brand trust between customer perceptions of CC and customer loyalty.Design/methodology/approachWorking with a sample of 290 private bank customers in Iran, partial least square-based structural equation modeling is used to test the conceptual model.FindingsThe findings reveal significant and positive relationships between CC, brand image, love and reputation. Indirectly and in the relationship between CC and customer loyalty, there are significant relationships through the serial roles of image-reputation, image-love and image-trust. Most importantly, the findings add value to the current knowledge by exploring the mediating effect of brand image, love, reputation and trust between CC and customer loyalty. Finally, this study has resulted in an updated prediction model of private banking customer loyalty.Originality/valueThis study makes a unique theoretical contribution to the literature by evaluating and comparing the mediating role of image, love, reputation and brand trust between CC and customer loyalty using the hierarchy of effects model.

Increasing Brand Loyalty Through Cultivating Brand Love

The purpose of this study is to ascertain how customer value, customer satisfaction, and customer experience relate to brand love and brand loyalty. The research population comprises Starbucks customers as of December 2023. Purposive sampling, which involved selecting customers who had made purchases more than twice, was the sample strategy employed. A total of 250 people's data were gathered. SEM is the data analysis technique employed in this study with Smart PLS assistance. The study's findings indicate that brand love is influenced by customer value, customer satisfaction, and customer experience. Brand loyalty affects the brand. Brand loyalty is unaffected by customer value, customer satisfaction, or customer experience. According to these findings, a brand that is well-regarded by consumers would offer positive value on the presumption that the product or service fulfills their needs and gives them a satisfying experience. This will lead to customer love for the brand but not brand loyalty.

On the antipodes of love and hate: The conception and measurement of brand polarization

Brand polarization represents a somewhat unorthodox approach to brand management. Rather than foster support and minimise opposition towards a brand, polarization maintains strong emotions at both ends of the spectrum, concurrently attending to the antipodes of brand love and brand hate. Although some emerging insights suggest that this paradoxical approach can effectively support brands, academic research on polarization in marketing is in its infancy. Integrating insight from political science, psychology and marketing, the study develops an enhanced theoretical conception of brand polarization and operationalises it through a multi-step procedure. Specifically, the paper builds on qualitative and quantitative data from six empirical studies in two contexts (UK and Colombia) to offer a 23-item scale for brand polarization. The new concept and the validated scale contribute to branding theory and marketing practice in several important ways.