Consequences Of Brand Love Research Articles

Have you been falling in love?: An analysis of coffee shop brand love in Thailand

ABSTRACT This study examines the relationship between brand love and brand happiness, and further examines the relationships between brand happiness, willingness-to-pay premium price, switching behavior, brand evangelism, and brand forgiveness. The proposed conceptual model and the accompanying hypothesized relationships were put to the test using structural equation modeling (SEM) in accordance with the two-step modeling approach. A self-administered online survey was employed to collect data from 564 customers who had experience with the Starbucks brand in Thailand. The findings of this study showed that brand love positively influences customers’ brand happiness. Moreover, brand happiness positively influences customers’ willingness-to-pay premium prices, brand evangelism, and brand forgiveness. However, the relationship between brand happiness and switching behavior was not significant. The research has implications regarding the consequences of brand love and recommends implications for coffee shop branding strategy.

Brand Love with Its Antecedents and Consequences: A Research Specific to Mekteb-i Mülkiye

Marka aşkı, pazarlama alanında son yıllarda öne çıkan konulardan birisidir. Kavram pazarlama araştırmaları tarafından kapsamlı bir şekilde ele alınsa da öğrencilerin eğitim aldıkları yükseköğretim kurumlarına aşık olması konusu hakkında bilinenler sınırlıdır. Bu çalışmada, okula olan aşkın bazı öncülleri ve sonuçları araştırılmıştır. Bu kapsamda gerçek benlik uyumu, ideal benlik uyumu, marka itibarı ve eğitim kalitesinin okul aşkıyla olan ilişkisi incelenmiştir. Ayrıca, okula destek davranışı ve okulu başkalarına tavsiye etme, okul aşkının pozitif çıktıları olarak ele alınmıştır. Ankara Üniversitesi Siyasal Bilgiler Fakültesi özelinde yapılan araştırmanın verisi aynı fakülteden toplanmıştır. Öğrencilerden elde edilen 269 anket yapısal eşitlik modellemesiyle analiz edilmiştir. Sonuçlara göre; gerçek benlik uyumu, marka itibarı ve eğitim kalitesi marka aşkını pozitif yönde etkilemektedir. Ancak, ideal benlik uyumunun marka aşkı üzerinde bir etkisi bulunmamıştır. Bununla birlikte, marka aşkının okula destek olma ve okulu başkalarına tavsiye etme üzerinde çok güçlü etkileri olduğu görülmüştür.

Predictors and outcomes of brand love: An evaluation of customers’ love for neo-luxury brands

Brand love is the ultimate commitment level of customers for a brand. The love for a brand developed through concerted efforts by the marketers. Attaining customer brand love increases market share and ensures business sustainability. This study assesses the antecedents and consequences of brand love in developing markets. Neo-luxury brands are highly purchased brands in Pakistan. Therefore, the study evaluated customers' behavioral loyalties of Neo-luxury brands. A total of 315 valid questionnaires on neo-luxury brands were collected from a representative sample of Millennials. . The data were analyzed through structural equation modeling (SEM) using SmartPLS software. The study results revealed that brand love could regulate the relationship of neo-luxury brands between the dimensions of brand image, purchase intention, word-of-mouth, brand loyalty, and brand commitment. The study also found that Mystery, Sensuality, and Intimacy impact brand love. The study contributes to neo luxury brands in relationship with brand love. This research results give valuable information for brand managers to consider when building brand love strategies and applying them in marketing activities. It provides marketers insights into building brand love and increasing market share.

THE INTERACTION BETWEEN ANTECEDENTS AND CONSEQUENCES OF BRAND LOVE – CAN EXTRAVERSION AS A PERSONALITY TRAIT MODERATE THIS INTERACTION

Purpose- Today, the most important factor for every brand is to attract consumers to them in a competitive environment and to develop and maintain long-term relationships with them. At this point, businesses are trying to establish a link between their brands. One of the most important ways to create this bond is to build brand love. In this context, the concept of brand love has become extremely important for marketing science. The brands that have become love brands in the eyes of consumers are mentioned by consumers on every platform and provide a competitive advantage for businesses (McDowell, 2011). Thus, consumer-brand relationships have become a popular topic in marketing literature, which has attracted the attention of marketing researchers as well as academics (Albert & Merunka, 2013; Carroll & Ahuvia, 2006; Nawaz, Jiang, Alam, & Nawaz, 2020). Brand love is affected by many factors, which are called antecedents. This study focuses on examining the relationship between the antecedents and consequences of brand love. In today’s digital world, social media platforms have become an indispensable practice in life. We consider Instagram as a brand, and it exhibits brand love. The first purpose of this study is to reveal the relationship between the antecedents and consequences of brand love in the context of Instagram. The main factors, which are analyzed within the scope of the study, are the perceived hedonic value of Instagram, the utilitarian influence of reference groups as well as consumer-oriented perceived brand equity as the antecedents of brand love. We take brand loyalty as a consequence of brand love, which is listed as one of the outcomes of brand love from the consumer perspective. The second aim of this study is to investigate the mediator role of extraversion on brand love and brand loyalty, which is one of the five broad personality traits. Methodology- Within the scope of these purposes, data were collected by an online survey method from 287 people using Instagram with the help of snowball sampling. The collected data was analyzed with SPSS 16 and AMOS 25 package programs. Exploratory factor analysis and confirmatory factor analysis were used to determine the validity of the scales. Then the research hypotheses tested using structural equation modeling. Findings- The analysis reveals that the hedonic value of using Instagram, the utilitarian influence of reference groups, and brand equity have a positive effect on brand love, while brand love has a positive effect on brand loyalty. Furthermore, it is revealed that extraversion has a partial mediating effect on the relationship between brand love and brand loyalty. Conclusion-In this regard, this study reveals the importance and benefits of brand love and the proposed antecedents and consequences of brand love, as well as extraversion for social media and other sectors of industry. By understanding the antecedents and consequences of brand love, managers can get a better understanding of the factors that orientate consumers’ inner feelings for the brand. As a result of this study, brand love and other variables which were part of the model are highly important factors which influence the connectivity between consumers and brands. If the love for the brand is higher, the loyalty for the brand from the perspective of consumers is also higher because brand love has a positive effect on brand loyalty. Therefore, it is extremely important for businesses to try to establish a link between their consumers and the brand and to ensure the formation of brand love. By establishing a a mutual relation between a consumer and a brand, businesses can likewise ensure the loyalty of the consumer towards the brand. Extroverts are more likely to be in a more direct contact with the brand because of their feelings toward it than introverts. Since hedonic value of product also has a positive effect on brand love and loyalty likewise, businesses can use this situation for their own profit by introducing various and different products that will attract customers of this character. Keywords: Brand love, hedonic value, influence of reference groups, extraversion, brand equity JEL Codes: M30, M31, M39

The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study. Findings Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model. Practical implications From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships. Originality/value This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

An investigation of the diners’ brand love in the value co-creation process

Current research marks the first attempt to investigate the precursors and consequences of brand love in the process of service co-creation in the hospitality sector by taking diners' participation and perceived value as antecedents and three types of diners' well-being as the outcomes of brand love in a realistic co-creation setting (a Chinese hotpot cuisine restaurant). Using 500 responses, this study finds that information-seeking, responsible behavior and personal interaction increase perceived value, whereas information-seeking, personal interaction, and perceived value increase brand love. Perceived value mediates the relationships of information seeking, responsible behavior and personal interaction with brand love. Brand love directly effects all dimensions of diners’ well-being, whereas, information-seeking, responsible behavior and personal interaction indirectly impact all dimensions of well-being. Furthermore, self-perceived mastering negatively moderates the participation—perceived value, and participation—brand love relationships.

Exploring Extended Nomological Network of Antecedents, Moderators, and Consequences of Brand Love

This study explores an emerging marketing construct ‘brand love’ with its seven dimensions proposed by Bagozzi et al. (2016). It has a unique theoretical contribution in literature by exploring antecedents (brand satisfaction and brand equity) and consequences (brand loyalty, positive word-of-mouth (WOM), willingness to pay price premium, and resistance to negative information) of brand love for smartphone brands in Pakistani context. Extending the previous research, this study explored the underlying mechanism in the nomological network of brand love, through building brand love as a mediator and consumer expertise as moderator on the relationship with antecedents and consequences of brand love. The data were collected from 402 respondents using convenience-sampling technique and full model was analyzed using PLS Structure Equation Modeling. The empirical findings showed that brand satisfaction was a significant predictor of brand love, and through mediation mechanism of brand love, it influences brand loyalty, positive WOM, willingness to pay price premium and resistant to negative information. The empirical significance of moderated effect of consumer expertise with smartphone brand provided new insights into the boundary conditions of consumer judgment. Keywords: Brand Love, Brand satisfaction, loyalty, WOM, Premium Prices, Resistance DOI : 10.7176/JMCR/61-05 Publication date :October 31 st 2019

An investigation of antecedents and consequences of brand love in India

Purpose– The purpose of this paper is to explore the factors that drive consumer love toward a brand and the opportunities a consumer’s love create for a brand in India.Design/methodology/approach– A total of 23 in-depth interviews were conducted with consumers. The interview transcripts were analyzed through thematic analysis using qualitative software Nvivo10.Findings– This paper proposes a conceptual model where respect, brand experience, and brand reputation have been identified as factors driving brand love and affective commitment, consumer citizenship behavior, repurchases intention, consumer forgiveness, and attitude toward the extension as outcomes of brand love.Practical implications– Consumers bond with brand helps in mitigating the feelings of transgressions by the brand, and also protects brand from negative word of mouth. Consumers who are in love with a brand show positive attitude toward its extensions. These results provide pointers to brand managers on how to protect and expand the business.Originality/value– The extant brand love research seems to be solely in the western context. To the best of the author’s knowledge, this is the first study of its kind that empirically investigates antecedents and consequences of brand love in India.

Brand love in emerging market: a qualitative investigation

Purpose– The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market. Brand love is an emerging concept in the domain of consumer psychology. It has been regarded as the motivating force behind contemporary hedonic consumption. Yet little qualitative exploration has been done to understand brand love especially in the context of emerging Asian market.Design/methodology/approach– This article is grounded in consumers’ everyday experiences of loving particular brands. Semi-structured depth interviews have been conducted.Findings– Based on the findings of the depth interviews, a conceptual framework has been developed showing the antecedents and consequences of brand love. This study also throws light on the specific psychological phenomenon of the emerging market consumers. The findings form the basis for a discussion of the theoretical and practical implications of brand love in the context of emerging economy.Originality/value– Value of this article lies in developing a grounded theory of brand love in the context of emerging Asian market.

Analyzing the Antecedents and Consequences of Brand Love with a Case Study on Apple Cell phone Users

Today facing with unstable nature of consumers’ needs makes it crucial for companies attract and maintain loyal customers to their brands. Therefore due to the importance of brand love in attaining this goal the aim of this study was to analyze the antecedents and consequences of brand love from the viewpoint of Apple cellphone users in Isfahan. To achieve this goal an innovative model was developed and the impact of product involvement and self-brand congruity as the antecedents of brand love were investigated and then the influence of brand love on continuance and affective commitment as its consequences were examined. In order to examine the main hypothesis Structural Equation Modeling (SEM) and Amos graphic have been used. The results imply that product involvement and self-brand congruity affect brand love and users’ brand love influence their continuance and affective commitment.

Antecedents and consequences of brand love

This article focuses on a new consumer behavior and marketing concept: brand love. The primary purpose of the article is to identify the antecedent and consequences of brand love. On the basis of an extensive literature review, the article offers a series of research propositions to explicate the interrelationships between antecedents of brand love on the one hand, and brand love and its consequences on the other. A theoretical framework capturing the proposed relationships is also offered. The managerial implications of brand love for developing marketing strategy are discussed.

Brand Love

Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be modeled as both first-order and higher-order structural models. A higher-order model yields seven core elements: self–brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the first-order and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications.