Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits

Singh, Deependra; Bajpai, Naval; Kulshreshtha, Kushagra

doi:10.1080/15332667.2020.1715179

Cited by 35 publications

(38 citation statements)

References 63 publications

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“…Bıçakcıoğlu et al (2018) found that brand experiences have a positive effect on brand love. Recent research investigated and found that brand experiences had a significant impact on brand love in the Indian hypermarket (Singh et al , 2020) and halal fast-food brands in the Malaysian context (Khan et al , 2020). Some scholars highlighted the future avenue for investigating the brand experience on brand authenticity and brand love (Das et al , 2019; Ferreira et al , 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

Safeer

Abrar

2020

APJML

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PurposeThis research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.Design/methodology/approachThis research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.Research limitations/implicationsThis study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.Practical implicationsBy following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.Originality/valueUnder the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.

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Section: Literature Reviewmentioning

confidence: 99%

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

Safeer

Abrar

2020

APJML

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“…The contribution of social media marketing in improving the EBE is supported by a few recent studies as well including Zollo et al (2020) and Koay et al (2020). Furthermore, the linkage of brand experience with brand love is also emphasized by very recent studies including Mulyawati et al (2020), Khamwon and Masri (2020), Kumar and Kaushik (2020), Coelho et al (2020), and Singh et al (2020). These studies are giving thoughts that positively perceived SMMAs lead to the favorable EBE, which, in turn, enhances the brand love.…”

Section: Literature Reviewmentioning

confidence: 86%

“…The variable of brand love is measured by using 10 items that have been adopted from the study of Carroll and Ahuvia (2006). These items have also been used by Singh et al (2020) to measure brand love. The responses of all questions in the questionnaire are measured, recorded, and ranked on 5‐Point Likert scale in which 1 indicates “strongly disagree” while 5 indicates “strongly agree.”…”

Section: Methodsmentioning

confidence: 99%

“…Therefore, it is argued here that brand experience tends to mediate the relationship between SMMAs and consumer‐based brand love. The EBE is considered as predictor of brand love because the social media activities and experiences have great potential to shape the feelings and affection of consumers towards the brand (Mulyawati et al, 2020; Singh et al, 2020). It means that an important factor, which mediates the role of perceived SMMAs in deriving brand love, is the EBE because effective SMMAs by a brand page tend to boost the brand experience of consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

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Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love

Chen

Qasim

2020

J of Consumer Behaviour

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The present study aims to examine the influence of perceived social media marketing activities (SMMAs) on the consumer‐based brand equity and brand love and to analyze the mediating role of E‐brand experience (EBE) between SMMAs and brand equity and between SMMAs and brand love. The data for the present study is collected from 441 Chinese consumers having exposure to the social media brand page through a structured questionnaire. The data is analyzed through IBM SPSS AMOS 26 by performing structural equation modeling. Results of the present research show that the positively perceived SMMAs have a great potential to enhance the consumer‐based brand equity as well as brand love. Furthermore, it is found that the EBE serves as the significant mediating variable between perceived SMMAs and brand love however, it does not serve as the significant mediating variable between perceived SMMAs and brand equity. The current study is of great significance in theoretical as well as practical terms because it will help researchers, marketers, and policymakers to understand the contribution of social media marketing towards different consumer‐based branding outcomes, for example, brand equity, brand love, and brand experience of Chinese consumers. Hence, the Chinese firms will be able to make better decisions and actions regarding those outcomes.

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“…Research began to examine the relationship between personality traits and consumer behaviour, in order to explore how personality can affect consumers' buying behaviour (Foxall & Goldsmith, 1988). Recent studies have focused on exploring means by which to measure personality (Singh et al, 2020), given the indication that personality traits are one of the main factors affecting decision making (Barkhi & Wallace, 2007) and, consequently, consumer purchase intentions (Azzadina et al, 2012).…”

Section: Personality Traits and Consumer Attitudes Towards Brands Endorsed By Smismentioning

confidence: 99%

A Study on the Impact of Personality Traits on Attitudes Towards Social Media Influencers

Mete

2021

Multidiscip. bus. rev (Impr.)

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Companies increasingly collaborate with social media influencers (SMIs) to promote product and service brands (Jin & Muqaddam, 2019). There has so far been limited research examining how the personality traits of consumers may impact the extent to which they are influenced by SMIs. This study aims to understand the relationship between consumers’ personality traits and their attitudes towards SMIs. The study utilised an online questionnaire distributed to a group of millennials (n=221), in order to understand the impact of personality traits on attitudes towards SMIs. The five-factor model of personality (McCrae & Costa, 1987), which employs the neuroticism, extraversion, openness, agreeableness, and conscientiousness labels, was used as a framework for the study, while the questions on attitudes towards SMIs explored four main areas - envy towards SMIs, advertising content value, credibility of SMIs, and perceived trustworthiness of SMIs. The findings highlight the importance of investigating personality traits to better understand how followers/consumers’ perceptions and attitudes towards SMIs and SMI-endorsed advertisements can be influenced. The implications for further research and the study’s limitations are discussed.

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Brand Experience-Brand Love Relationship for Indian Hypermarket Brands: The Moderating Role of Customer Personality Traits

Cited by 35 publications

References 63 publications

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

The influence of brand experience on brand authenticity and brand love: an empirical study from Asian consumers’ perspective

Does E‐Brand experience matter in the consumer market? Explaining the impact of social media marketing activities on consumer‐based brand equity and love

A Study on the Impact of Personality Traits on Attitudes Towards Social Media Influencers

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