An Investigation Into the Concept of Brand Love and Its Proximal and Distal Covariates

Garg, Ruchi; Mukherjee, Jaydeep; Biswas, Soumendu; Kataria, Aarti

doi:10.1080/15332667.2016.1209047

Cited by 30 publications

(28 citation statements)

References 91 publications

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“…Another hypothesis of the research is the H2 hypothesis, which claims that the brand experience positively affects brand love. The positive effect of brand experience on brand love was determined in the literature in various studies (Roy et al, 2013, p. 330;Garg et al, 2015, Garg, Mukherjee, Biswas andKataria, 2016;Pandowo, 2016;Erdoğan and Enginkaya, 2018;Zhang, 2019). Rodrigues et al (2007) determined in their research that brand experience in online shopping has no positive effect on brand love.…”

Section: Conclusion and Recommendationsmentioning

confidence: 98%

The meditating effect of brand love in the relationship between brand experience and brand equity

Akgözlü

Kılıç

2021

bmij

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The purpose of this study is to examine whether brand love has a mediating effect on the relationship between brand experience and brand equity. The research data were obtained from 503 participants between the ages of 18-24 in Istanbul. Face-to-face survey technique was used as a data collection method, quota sampling and convenience sampling methods were preferred as the sampling method. The collected data were tested using exploratory factor analysis, confirmatory factor analysis and structural equation modelling analysis within the framework of the conceptual model of the research. According to the findings of the research, it has been determined that four dimensions of brand experience (sensory, emotional, intellectual and behavioral) have a positive effect on two dimensions of brand love (affection, passion) and four dimensions of brand equity (brand awareness, brand associations, perceived quality, brand loyalty). However, it was concluded that brand love has no mediating effect on the relationship between brand experience and brand equity.

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Section: Conclusion and Recommendationsmentioning

confidence: 98%

The meditating effect of brand love in the relationship between brand experience and brand equity

Akgözlü

Kılıç

2021

bmij

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“…To a lesser extent, confusion exists in relation to the outcomes of brand love, with trust being cited as a dimension of brand love (Albert et al, 2008), an antecedent of brand love (Albert and Merunka, 2013) and an outcome of brand love (Loureiro et al, 2012). Nevertheless, there appears to be some consensus over other brand love outcomes with purchase intention (Fetscherin et al, 2014;Sarkar et al, 2012), word-of-mouth recommendation/advocacy (Fetscherin et al, 2014;Sarkar et al, 2012), loyalty (Carroll and Ahuvia, 2006;Loureiro et al, 2012;Roy et al, 2013;Alnawas and Altarifi, 2016) and commitment (Albert and Merunka, 2013;Loureiro et al, 2012;Garg et al, 2016) being cited as prominent outcomes. However, given the disparate operationalization of these outcome constructs across studies, it is suggested that consensus may be an apparition based on construct labelling, rather than construct measurement/validity.…”

Section: Brand Lovementioning

confidence: 99%

Brand fidelity: a relationship maintenance perspective

2018

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An in-depth literature review associated with consumer/brand research provides the foundation for this paper through explicating the evolution of this important research stream. The literature findings highlight significant challenges in the conceptualisation and measurement of key consumer-related constructs such as brand loyalty, brand commitment and brand love. Drawing upon these findings, the authors propose that relationship maintenance mechanisms (i.e. cognitive and behavioural) provide the key to measurement and prediction of consumer/brand relationship strength. On this basis, this paper offers brand fidelity as a novel approach in understanding how consumers demonstrate their love and commitment for the brand through engaging, subconsciously or otherwise, in relationship maintenance cognitions and behaviours. Defined as the consumer's faithfulness to a brand partner demonstrated by an aggregate of behaviours (i.e. accommodation/forgiveness, willingness to sacrifice) and cognitions (i.e. derogation of alternatives, cognitive interdependence and positive illusions) that maintain relationship stability and durability, brand fidelity provides a solid foundation for future research offering significant value to academics and brand practitioners alike.

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“…According to the results revealed in some studies in brand literature, the experience with the brand has a positive impact on brand love (Garg et al, 2016). Brand love has a full mediation effect on the relationship between brand experience and brand loyalty (Aşkın and İpek, 2016).…”

Section: Brand Lovementioning

confidence: 96%

“…Today, customer satisfaction alone is not enough to achieve sustainable marketing success because of the changing demands of consumers. Marketers need to create a strong emotional bond, such as brand love, between the brand and the customers to drive a strong relationship between them (Karjaluoto et al, 2016) because customers who have an emotional bond with the brand and who are in love with the brand can resist alternative brands and contribute to a brand's sustainability within the market (Garg et al, 2016).…”

Section: Introductionmentioning

confidence: 99%

Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks

Ceyhan

Yozgat

2021

emaj

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Brand love has become an important concept in both the academic and business worlds. There are some studies in the literature conducted on consumers regarding the brand love, but no study focuses on brands that consumers are in love with. Therefore, to analyze how brand love is created and to identify the components of a sustainable brand love, we conducted a qualitative study on the brands that achieved the lovemark status several times in the survey conducted on the consumers in Turkey. We used the categories in the 2019 lovemark survey, a study conducted by Ipsos for MediaCat magazine every year, as the basis, and we evaluated brands that have been selected as lovemarks in their respective categories at least five times. Our study concluded that the brands created brand love through quality in product or service as well as diversity, customer satisfaction, brand trust, innovative products, sincerity, and emotional intimacy, being a solution-oriented brand, as demonstrated in other studies in the literature, and in addition, by creating social responsibility projects, and being accessible. These brands also made brand love sustainable through reliability, service, relevance, stand behind the promise, innovation, brand image, customer satisfaction, a sense of community, customer experience, emotional bond, trust, people-oriented communication strategy, real-life compatible products and services as well as creation of different experiences.

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An Investigation Into the Concept of Brand Love and Its Proximal and Distal Covariates

Cited by 30 publications

References 91 publications

The meditating effect of brand love in the relationship between brand experience and brand equity

The meditating effect of brand love in the relationship between brand experience and brand equity

Brand fidelity: a relationship maintenance perspective

Does Brand Love Last Forever? : A Study on Turkey’s Lovemarks

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