Brand love: conceptual and empirical investigation of a holistic causal model

Rahman, Renée; Langner, Tobias; Temme, Dirk

doi:10.1057/s41262-021-00237-7

Cited by 47 publications

(44 citation statements)

References 98 publications

(123 reference statements)

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“…Thus, brand attachment is the antecedent of brand love, and in this regard, the results of this study are the same as those of previous studies ( Gómez-Suárez, 2019 ; Ghorbanzadeh and Rahehagh, 2020a ; Shetty and Fitzsimmons, 2021 ). And brand attachment and brand love are essential factors influencing brand loyalty; these results are consistent with those of previous studies ( Santoso and Brahmana, 2019 ; Hwang et al, 2021 ; Rahman et al, 2021 ). To increase brand love and loyalty, e-commerce platform companies must strengthen their customers’ brand attachment.…”

Section: Discussionsupporting

confidence: 92%

Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love

Ding

et al. 2022

Front. Psychol.

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The use of e-commerce has exploded due to the impact of COVID-19. People with no experience in e-commerce prior to the COVID-19 pandemic began online shopping for their safety following the pandemic outbreak. As such, these newly joined customers have played a vital role in the rapid development of e-commerce. Maintaining these customers and increasing their repurchase intention is a core issue for e-commerce platform companies. Thus, using new e-commerce users as the participants, this study investigated the structural relationship between brand experience, brand emotional factors (brand attachment and brand love), brand loyalty, and repurchase intention with brand love as the mediator. Research on the multidimensional brand experience (i.e., sensory, emotional, behavioral, and cognitive) from Chinese customers’ perspective is still lacking, and our study attempts to fill this gap. A structured questionnaire and hypotheses were designed based on studies and survey of 310 respondents from China in this study. The study results show that, first, the four dimensions of brand experience have a significant positive correlation with brand emotion, with brand cognitive experience having the greatest impact on consumer brand emotion. Second, the influence of brand emotion on brand loyalty is positive and significant, and brand attachment has a stronger influence than brand love on brand loyalty. In addition, brand loyalty has a positive effect on repurchase intention. Finally, brand love plays a mediating role on the relationship between brand attachment and brand loyalty. To enhance customers’ brand attachment and love for e-commerce platforms, companies must enhance customers’ interest and curiosity in their products. And companies will improve their services to customers by introducing artificial intelligence algorithms to increase customers’ repurchase intention, which will ultimately increasing their profitability. This study contributes to the development of e-commerce platform companies.

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Section: Discussionsupporting

confidence: 92%

Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love

Ding

et al. 2022

Front. Psychol.

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“…However, Rusbult et al (2001) assert that brand commitment that is motivated by love and romantic commitment fosters an emotional attachment. Rahman et al (2021) argue that consumers' internal and mental processes support various brand stimulus factors, with the behavioral results and outcomes reflecting the brand love. Brand love is sequenced in a systematic manner using constructs to build upon and prune outlier variables.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Brand love enables positive brand experiences, image, satisfaction, and word of mouth. According to Rahman et al (2021), brand love results in four validated behavioral outcomes: brand loyalty, the ability and willingness to pay a premium price, word-of-mouth intentions, and forgiveness of brand errors. Numerous studies have been conducted to ascertain the antecedents of brand love.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Similarly, Carroll and Ahuvia (2006) argue that hedonic and self-expressive benefits are two significant validated constructs that contribute to brand loyalty. Rahman et al (2021) examined "brand stimulus", a construct comprised of brand-endogenous variables such as functional brand uniqueness, sensory brand uniqueness, and communicative brand uniqueness. According to Fournier and Yao (1997), brand-related stimuli such as the brand logo, product, packaging, and communication all contribute significantly to consumers' affective, cognitive, and social processes.…”

Section: Literature Reviewmentioning

confidence: 99%

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A study of brand fidelity: Its contribution and impact on the Saudi market

Faridi

Naushad

2021

Innovative Marketing

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The paradigm shift caused by disruption of traditional business models and innovation is among some factors which have propelled marketers forward-thinking in emphasizing brand fidelity. It is a novel idea and an innovative approach to understanding the impact of consumers while they demonstrate love and commitment through engagement, subconsciously or otherwise, with respect to cognition and behavior. The current study tested the components/factors of brand fidelity among Saudi consumers. The primary data for the study were collected based on the survey instrument among Saudi consumers. Overall, 446 responses were used to analyze the results. Exploratory factor analysis (EFA) coupled with confirmatory factor analysis (CFA) using IBM SPSS and AMOS were used to analyze the data. All the factors of brand fidelity, namely “accommodation/price”, “accommodation/performance”, “cognitive interdependence”, and “derogation of alternatives”, hold valid in the Saudi context with exploratory factor analysis with a factor loading of each factor above the threshold value of 0.50, and with confirmatory factor analysis with a threshold value of more than or equal to 0.60 for all the factor loadings. The result thus obtained suggests that the brand fidelity scale is valid in the Saudi context. Saudi consumers were found to be highly loyal to their favorite brands. The findings of the study will provide inputs to the companies operating in the Saudi market for their brand-related strategy formulation. Moreover, the paper indicates undermining the power of brand fidelity in improving the bottom line through experience management. AcknowledgmentThis paper was supported by the Deanship of Scientific Research at Prince Sattam Bin Abdulaziz University, Alkharj, Saudi Arabia, under the Specialized Research Grant program with Grant No. 2020/02/17342.

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“…Luxury brands are identified as having excellent quality, high prices and exclusive distribution channels (Kapferer, 1997). While the number of studies focusing on luxury brand strategies on social media is growing, little attention has been paid to brand pages on social media (Ramadan et al, 2018), and the understanding of effective brand page strategies for luxury brands is still insufficient. Given the distinctive positioning of luxury brands (Bazi et al, 2020;Godey et al, 2016), social media marketing strategies used by non-luxury brands may not be applicable to luxury brands.…”

Section: Introductionmentioning

confidence: 99%

Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions

Song

Kim

2022

JPBM

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Purpose This study aims to investigate the relationships between customer perceptions of luxury companies’ brand pages (i.e. brand page value and self-expressive brands) and customers’ affective (i.e. brand page satisfaction and brand love) and behavioral (i.e. word-of-mouth [WOM] and attitudinal loyalty intentions) responses. Design/methodology/approach Structural equation modeling was used to analyze the data of 290 social media users in the USA who followed at least one luxury brand on social media. Findings The results demonstrated that consumers’ brand page satisfaction, influenced by the brand page’s information and entertainment value, was related to brand love and WOM intentions. Meanwhile, brand love – defined as emotional devotion to a brand – was influenced by self-expressive brands and was positively related to both WOM and attitudinal loyalty intentions. Originality/value This study identifies a set of customer perceptions that drive consumers’ affective and behavioral responses and that can be used to guide luxury brands to best use their brand pages on social media. By developing and testing a dual-impact model consisting of brand page satisfaction and brand love, this study provides practical directions for luxury brand managers and marketers who wish to transform their followers into both brand advocates who elevate the brand through WOM communications and loyal customers who are committed to affiliating with and supporting the brand.

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Brand love: conceptual and empirical investigation of a holistic causal model

Cited by 47 publications

References 98 publications

Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love

Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love

A study of brand fidelity: Its contribution and impact on the Saudi market

Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions

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