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

Abstract

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.

Determinants and outcomes of price premium and loyalty: A food case study

“…Despite the fact that there are some exceptions, such as the proposal of specific personalized items that present a maximum premium price to be recommended (Moon et al, ), it is generally accepted the influence of price premium on WOM as it was confirmed in this study. This relationship will be different depending on the product category or country's risk (Karjaluoto et al, ). Finally, the effect of loyalty on WOM was validated in line with other authors that propose this relationship from a theoretical perspective (Dick & Basu, ); quantify this effect in sales (Kim et al, ); or even prove a direct and indirect influence through satisfaction (Casidy & Wymer, , ).…”

“…The relationship between price premium and WOM will be stronger in countries with less risk and will be different depending on the product category. Price also mediates between a brand, and WOM strengthens this relationship mainly in the offline recommendations (Karjaluoto et al, ). In the food context, a recent study by Hanaysha () outlines how the increment of prices can affect the recommendations to others.…”

“…This concept is relevant in marketing decisions due to its effect on the formation of consumer's attitudes (Lymperopoulos & Chaniotakis, 2008). WOM is a positive declaration about a product, a service, or a company that is available through online and offline channels (Karjaluoto et al, 2016). WOM is one of the main consequences of price premium (Karjaluoto et al, 2016) and loyalty (Casidy & Wymer, 2015).…”

“…Thus, knowing if there are differences in the creation of each concept and recognizing how they are interrelated are interesting themes and useful for management goals (Alnazer, 2013;Habel, Schons, Alavi, & Wieseke, 2016). Moreover, word-of-mouth (WOM) can be analyzed as a relevant consequence of price premium and loyalty because of its importance in consumer's buying decisions (Casidy & Wymer, 2015, 2016Karjaluoto, Munnukka, & Kiuru, 2016).…”

Super-connected: How Techno Tourism Redesigns Our Lives Through Meaningful Travel

“…As fans retort largely to new relevant content, which support posts placed in the late afternoon. Here the outcomes contour in the midst of data concerning the practice of the social media facebook dais, illustrates so as to majority fans and followers approach in facebook in morning or afternoon (Karjaluoto, Karjaluoto et al, 2016). The control variable "geography" has an optimistic significance on participation, through a top scale for the valley and Centre, where several of the most active TMs (Tafesse and Tafesse, 2016) are located.…”