Outcomes Of Brand Love Research Articles

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 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.

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.

Antecedents and outcomes of brand love in Indian context: a systematic literature review

The long-lasting relationship with customers is the only way to continue the existence of brands in the market, as the world is changing rapidly. Researchers across the world try to recognise factors that would help to create and maintain customer relationship. Brand love has emerged as a recent marketing concept in the area of consumer-brand relationships, which has received great attention from researchers over the past years. The main aim of this paper is to systematically review the research that studied the antecedents and outcomes of brand love in the Indian context. Through this paper, we have analysed 19 articles in the study area, which have been selected systematically from various scientific journals. The research articles were analysed on the basis of methodology used, analysis approach, products or services under study and the major antecedents and outcomes of brand love that are considered.

Antecedents and Outcomes of Brand Love in Indian Context: A Systematic Literature Review

Antecedents and Outcomes of Brand Love in Indian Context: A Systematic Literature Review

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.

The Impact of Hispanic-Targeted Advertising on Consumers’ Brand Love in Services

In advertising, many targeted advertisements (ads) focus on a specific ethnic group. However, limited research exists about the effect that ads have on developing relationships between the consumer and brand, especially brand love (i.e., the deepest consumer-brand relationship). From an elaboration likelihood model (ELM) perspective, we investigate the determinants as well as the direct and indirect effects of ethnic identification on the behavioral outcomes of brand love. With three studies, we differentiate between two types of services (hedonic vs. utilitarian). According to ELM, we offer evidence that perceived similarity partially mediates the effect of strength of ethnic identification (SEI) on attitude toward the ad (Aad) for hedonic services but not utilitarian services. Additionally, ads with ethnic cues were more effective for developing brand love for hedonic services vs. utilitarian services. Our structural equation modeling (SEM) results also supports the efficacy of Hispanic-targeted ads for developing brand love and increasing brand loyalty and positive word-of-mouth (WOM). As such, this research provides managers with practical tools to improve the efficacy of ethnically targeted ads.

Antecedenets and outcomes of brand love: An application in the Eastern Black Sea Region

Önceleri tüketiciler istek ve ihtiyaçlarını sınırlı seçenekler arasından karşılarken günümüzde teknolojinin gelişmesinin getirdiği erişim kolaylığı ile seçeneklerin sayısı artmıştır. Bu nedenle, markaya karşı duygusal ve tutkulu bağı ifade eden marka aşkı kavramı önem kazanmaya başlamıştır. Bu araştırmanın amacı; marka çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan kalitenin marka aşkı üzerindeki etkilerini; Marka aşkının da marka sadakati ve kulaktan kulağa pazarlama davranışı üzerindeki etkilerinin belirlenmesidir. Araştırmanın ana kütlesi Doğu Karadeniz Bölgesinde yaşayan ve Türkiye’de faaliyet gösteren ünlü bir elektronik markası müşterilerinden oluşmaktadır. Kolayda örnekleme yöntemi ile elde edilen 400 tüketiciye yüz yüze anket yöntemi uygulanmıştır. Verilerin geçerlilik ve güvenilirliklerini test etmek için faktör analizi ve cronbach alfa yöntemi uygulanmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi ile test edilmiştir. Araştırma sonucunda marka çağrışımları, marka güveni, marka farkındalığı, marka imajı ve algılanan kalitenin marka aşkını, marka aşkının da marka sadakati ve kulaktan kulağa pazarlama davranışını pozitif yönlü etkilediği tespit edilmiştir.

Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands

Purpose This paper aims to investigate the mediating effect of brand love on purchase intention and word-of-mouth through mystery, sensuality and intimacy as brand image dimensions in the context of neo-luxury brands. It also explores the moderating effect of duration and intensity of consumer-brand relationships on brand image dimensions. Design/methodology/approach The data collection was done via an online survey of a representative group of Millennials. Data analysis was performed using structural equation modeling and multi-group analysis. Findings The paper suggests that brand love mediates the relationship between brand image, purchase intention and word-of-mouth for both Apple and Michael Kors brands. This study also identifies differences in the effects of intimacy, sensuality and mystery on brand love. Additionally, it is demonstrated that the moderation effect of intensity and duration of consumer-brand relationships varies among the two neo-luxury brands. Research limitations/implications Further research should aim at investigating other categories of products and services in the field of neo-luxury, as this study focus on fashion and mobile brands. Other antecedents and outcomes of brand love should also be evaluated, as well as other moderating variables. Originality/value This paper contributes to the fast-growing consumer-brand relationships literature by exploring the role of brand love in the context of the emergent neo-luxury paradigm. It also intends to provide a better understanding of how to build and nurture an effective brand image through a multidisciplinary approach that combines mystery, sensuality and intimacy.

Consumer-based determinants of brand love and its consequences: a quantitative research

The objective of the paper is to investigate consumer-based determinants of brand love and its consequences. The study examines brand reputation, brand anthropomorphisation, communal orientation as factors influencing brand love and word of mouth, consumer forgiveness, and willing to pay a price premium as outcomes of brand love. A total of 360 responses were collected and SEM was employed to examine the research model. Findings indicated that brand anthropomorphisation, communal orientation, and brand reputation are indicators of brand love. Results suggested that brand love partially mediated the relation between consumer orientation and consumer forgiveness. Practitioners could employ the research model for consumer segmentation and formulation of their brand positioning and communication strategies. This study could help them in the creation of brand love which further limits the harmful impact of brand failure.

Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities

PurposeBrand love is associated with consumer behaviours that are key for organisational performance. However, research on the antecedents of brand love is sparse. The current research draws on the information processing model as well as on the experiential approaches to consumer behaviour to develop a model comprising a novel set of antecedents.Design/methodology/approachTo test the research hypotheses, we resort to two samples, which implied the collection of usable 1,018 questionnaires. For hypotheses testing, we resort to structural equation modelling.FindingsBoth functional constructs as well as more symbolic/emotional ones are positively associated with brand love. In addition, constructs with a more functional nature tend to have an indirect effect on brand love, whereas constructs with a higher level of abstraction tend to mediate the effects of more specific brand qualities. Finally, brand love is related with important outcomes, including loyalty, word of mouth and willingness to pay a premium price.Research/limitations implicationsThis research has a cross-sectional nature. Moreover, we rely on a single informant, but the procedural remedies as well as the statistical tests we conducted suggest that common method variance is not a concern.Practical implicationsThe findings suggest that managers should emphasise both functional as well as emotional/symbolic aspects to strengthen the links between brands and consumers, which will be beneficial for both sides.Originality/valueThis study is the first to investigate the relationship between a number of symbolic and functional brand aspects and the development of brand love feelings.

Antecedents and Outcomes of Lifestyle Hotel Brand Attachment and Love: The case of Gen Y

ABSTRACTGeneration Y has shown a strong preference for and emotional connection to lifestyle brands. The increasing population and purchasing power of generation Y have increased the importance of lifestyle hotel branding. However, studies of this influential consumer group in the hospitality literature are limited. Therefore, this study of the characteristics of generation Y under the theoretical foundation of social identity theory proposed and examined antecedents and outcomes of brand love. The study sample included 310 guests at the JJ-W Hotel, a famous lifestyle hotel in Tainan City, Taiwan. The analytical results showed that brand love for lifestyle hotels among generation Y could be improved through novelty perception, hedonism, and brand reputation. Meanwhile, the strong brand love among generation Y guests results in a high revisit intention and positive word-of-mouth for the loved lifestyle hotel brand.

Antecedents and outcomes of brand love: the mediating role of brand loyalty

The purpose of this study was to propose and test an integrative conceptual model which incorporates experience-based (i.e. brand experience) and non-experience-based (i.e. self-congruity) antecedents and behavioural outcomes (i.e. brand loyalty and positive word-of-mouth) of brand love. The conceptual model and proposed hypotheses of the study are analysed with a sample of 361 consumers by using a structured survey as a data collection instrument. Structural equation modelling was used to examine the hypothesized linkages among the constructs. The findings of the study demonstrate strong associations between both experience-based and non-experience-based antecedents and brand love, and between brand love and its behavioural outcomes. This study also corroborates the mediating role of brand loyalty on the impact of brand love on positive word-of-mouth. This study is expected to contribute to the field of brand management by investigating the simultaneous impact of experience-based and non-experienced-based antecedents on brand love and the mediating role of brand loyalty on the association between brand love and positive word-of-mouth, which has not been addressed in the previous literature.

Brand love and positive word of mouth: the moderating effects of experience and price

Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

Some antecedents and outcomes of brand love

Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands.