Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost

Christino, Juliana Maria Magalh�ães; Silva, Thais; Moura, Luiz Rodrigo Cunha; Fonseca, Luiz Henrique

doi:10.1080/10496491.2019.1699630

Cited by 19 publications

(17 citation statements)

References 50 publications

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“…From an attitudinal perspective, this includes the likelihood of recommending the brand due to affirmative attitude towards the brand (Martins et al, 2019). The association between brand love and loyalty has been deliberated comprehensively in the branding literature (Christino et al, 2020; Sajtos et al, 2021; Sta et al, 2018). Specifically, brand love has been observed to impact patronage intention and word‐of‐mouth behaviors (Fetscherin, 2014; Mody & Hanks, 2020).…”

Section: Literature Reviewmentioning

confidence: 99%

The nature of peer‐initiated brand communities on social media platforms

Wong

2021

J of Consumer Behaviour

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In the recent years, consumers are increasingly engaging in dynamic interactions with their preferred brands through online brand communities. Although Facebook has been commonly used as the social media platform for online brand communities, less is known with respect to the success factors for these brand communities. This study examines the nature of peer‐initiated brand communities by proposing and testing a conceptual framework that encompasses brand community identity, brand community engagement, brand love, and brand loyalty. The study investigates the dimensions of brand community identity and engagement, namely the affective and cognitive dimensions, and the moderating effect of brand community involvement. A total of 205 respondents were recruited via the Facebook social media platform of a peer‐initiated brand community. The results show that brand community identity affects brand community engagement for both affective and cognitive dimensions, with cognitive engagement predicting brand love. The moderating role of brand community involvement and the positive relationship between brand love and loyalty are confirmed. The findings contribute to knowledge and practice by highlighting the factors that can strengthen a brand's social media presence and consumer‐brand relationships.

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Section: Literature Reviewmentioning

confidence: 99%

The nature of peer‐initiated brand communities on social media platforms

Wong

2021

J of Consumer Behaviour

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“…Price sensitivity refers to the degree of variation in customer demand for a product with respect to price changes Tellis, 1988), and switching cost is defined as customers' cost of switching from one producer to another (Burnham, et al, 2003;Cheng and Lee, 2020). Low switching cost may lead to less profit in the long run where firms need to strengthen their relationship with customers and highlight the distinct features of their products in comparison to similar products available in the market (Christino et al, 2020;Reimann et al, 2010a).…”

Section: Industry Configurationmentioning

confidence: 99%

Increasing Profitability of the Halal Cosmetics Industry using Configuration Modelling based on Indonesian and Malaysian Markets

Dalir¹,

Al-Ansi²,

Rahim³

et al. 2020

J Korea Trade

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Purpose -This paper examines how differently output and input tariffs affect domestic employment across industrial characteristics of comparative advantage such as labor quality and capital intensity. Design/methodology -The paper focuses on 453 Korean industries from 2007 to 2014 because Korea is a typical example of a natural resource-scarce open economy and experienced the transition of the export pattern from labor intensity to technology intensity during this period. Findings -The results show that input tariff reduction stimulated total employment, focusing on the early 2010s, while the effects of output tariff reduction were statistically insignificant in general. However, the stimulation effects of output tariff reduction on employment were found in comparative advantage industries with greater labor quality and capital intensity. As for input tariff reduction, its stimulation effects on employment were more prominent in comparative disadvantage industries with lower labor quality and capital intensity. Originality/value -These results provide significant implications for natural resource-scarce open economies which are experiencing the transition of the export pattern from labor intensity to technology intensity and the unequal distribution of income after trade liberalization: imported intermediate inputs has become increasing important, leading to trade effects on employment and alleviation of income inequality.

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“…Aggarwal (2004), to illustrate these cases, mentions that there are people who are fans of Volkswagen Beetle cars or Harley Davidson motorcycles, they can even name them or touch them with affection. Recently, Christino et al (2020) showed how this brand love develops among consumers with certain brands of smartphones. Belk (1988) states that the motivation behind this process is that consumers see their possessions or services, for example, a brand, as an extension of themselves and in the interest of maintaining such congruence they assign human qualities that people have or wish to have towards the generation of an ideal of themselves.…”

Section: Brand Love: Definition and Componentsmentioning

confidence: 99%

How deep is your love? Brand love analysis applied to football teams

Martín

Toledo

Palos-Sánchez

2020

IJSMS

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PurposeThe central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.Design/methodology/approachThe authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.FindingsBrand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.Research limitations/implicationsManagers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.Practical implicationsGiven the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.Originality/valueThis is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.

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Antecedents and Consequents of Brand Love in the Smartphone Market: An Extended Study of the Impact of Switching Cost

Cited by 19 publications

References 50 publications

The nature of peer‐initiated brand communities on social media platforms

The nature of peer‐initiated brand communities on social media platforms

Increasing Profitability of the Halal Cosmetics Industry using Configuration Modelling based on Indonesian and Malaysian Markets

How deep is your love? Brand love analysis applied to football teams

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