A framework for transitioning brand trust to brand love

Abstract

PurposeThis study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).Design/methodology/approachSince brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.FindingsFindings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.Research limitations/implicationsThis research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.Originality/valueThe current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

“…Brand love can be described as the level of deep emotional attachment to a certain brand with passionate desire and a strong sense of natural fit that ensures frequent thought and use and advocacy behavior (Batra et al , 2012; Carroll and Ahuvia, 2006). According to Belk (2014), emotional attachment is connected to trust, relationships and a personal history between the customer and the brand that helps in transition to brand love (Marmat, 2023). Cognition serves as the essential stimulus for eliciting that emotion (Alić and Mujkic, 2023; Estelami, 2020).…”

“…Brand popularity can be referred to as the consumer’s level of recognition, acceptance and desirability in a particular place. Thus, brand popularity is reflected by consumer awareness, trust and preference in comparison to the competitive brand (Filieri et al , 2019; Kim et al , 2019; Luan et al , 2019; Marmat, 2023). Practitioners have come to see brand popularity and authenticity as potent strategies for creating market differentiation.…”

“…Practitioners have come to see brand popularity and authenticity as potent strategies for creating market differentiation. Popular brands provide dependability, honesty and a sense of trust; as a consequence, customers become connected to them, leading to brand love as well as higher sales (Filieri et al , 2019; Luan et al , 2019; Marmat, 2023; Raj, 1985; Sohaib et al , 2022). For instance, Apple’s popularity surged significantly when Cool Brands listed it as the coolest brand in Britain in 2014.…”

“…Brand authenticity builds communities and identities for consumers. Authentic brands provide more individualized value and have been shown to have a favorable impact on brand trust (Portal et al , 2018), which eventually leads to brand love (Harjadi et al , 2023; Marmat, 2023).…”

“…Brand love is a significant affective notion (Junaid et al , 2019) and contributes toward establishing a longer-lasting personal bond with their customers. It creates trust (Akoglu and Özbek, 2022; Marmat, 2023), favorable behavioral intentions (Cham et al , 2022; Choi et al , 2022) and loyalty (Hepner et al , 2021; Islam et al , 2021; Lukin et al , 2022). This study takes brand love a step further and highlights that when coupled with sustainable marketing, it significantly increases the brand loyalty.…”