Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer

Kang, Amanpreet

doi:10.1016/j.aebj.2015.04.001

Cited by 38 publications

(24 citation statements)

References 14 publications

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“…Based on this result, it can be stated that as the level of consumers' brand love increases, their outlook on the brand's image would increase positively as well. Overlapping with the results of this research, Kang (2015), in the study carried out on smartphones in India, has determined that brand love has a positive effect on brand image.…”

Section: Discussing the Findings With The Literaturesupporting

confidence: 61%

Marka Aşkinin Öncülleri̇ Ve Sonuçlari: Akilli Telefon Ürünü Özeli̇nde Bi̇r Araştirma

Özbek

Koç

Dogan

2020

bmij

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Bu çalışmanın amacı, tüketicilerin markaya olan güveni, markanın yenilikçiliğine olan inancı ve ilgilenim düzeylerinin marka aşkı üzerindeki etkisini tespit etmek ve marka aşkının marka sadakati, müşteri memnuniyeti ve marka imajına etkisini akıllı telefon markaları özelinde ortaya koymaktır. Bu etkileri incelemek ve sonuçlara ulaşabilmek için, Balıkesir Üniversitesi Burhaniye Uygulamalı Bilimler Yüksekokulu ve Balıkesir Üniversitesi Burhaniye Meslek Yüksekokulu öğrencileri arasından kolayda örnekleme yöntemi kullanılarak araştırmaya katılan 707 öğrenci üzerinde anket yöntemiyle bir araştırma yapılmıştır. Toplanan veriler üzerinde doğrulayıcı faktör analizi yapılmış; verilerin analizinde yapısal eşitlik modellemesi kullanılmıştır. Araştırma sonucunda marka güveni ve yenilikçiliğinin marka aşkını doğrudan etkilediği bulgusuna ulaşılmıştır. Tüketici ilgilenimi boyutlarından ilgi ve hedonik değer marka aşkını etkilerken, sembolik değerin marka aşkına etkisi tespit edilememiştir. Marka aşkının ise müşteri memnuniyeti, marka imajı ve marka sadakatinin iki boyutu üzerinde etkisi olduğu sonucuna ulaşılmıştır. Araştırma kapsamında bulunan sonuçlara göre işletmelere ve araştırmacılara önerilerde bulunularak çalışma tamamlanmıştır.

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Section: Discussing the Findings With The Literaturesupporting

confidence: 61%

Marka Aşkinin Öncülleri̇ Ve Sonuçlari: Akilli Telefon Ürünü Özeli̇nde Bi̇r Araştirma

Özbek

Koç

Dogan

2020

bmij

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“…According to, Kang (2015) brand love can be described as the level of emotional attachment that your customers satisfied on a product brand. Theoretically, it is defined as the level of excitement, emotional attachment consumers are satisfied with the products that have the name of a particular trademark.…”

Section: Brand Lovementioning

confidence: 99%

Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang

Meirani¹,

Abror²

2019

Proceedings of the Third Padang International Conference on Economics Education, Economics, Business and Management, Accounting

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This study examine the effects of customer brand engagement on brand love, the effect of customer brand engagement on customer satisfaction, the impact of customer satisfaction on brand love, the effect of customer brand engagement on customer-based brand equity, the effect of customer satisfaction on customer based brand equity, and the influence of brand love on customer-based brand equity. The population of this study are the students of Faculty of Economics Universitas Negeri Padang who use Honda motorcycle. We collected the data from 300 respondents. We used survey with questionnaires as the data collection method. The data were analyzed by using Structural Equation Modeling (SEM) with Smart PLS 3.0. The results showed that1) Customer brand engagement significant effect on brand love 2) Customer brand engagement significantly affects customer satisfaction, 3) Customer satisfaction significantly influences brand love, 4) Customer brand engagement has significant effect on customer-based brand equity, 5) Customer satisfaction significantly influences customer-based brand equity, and 6) brand love has a significant effect on customer based brand equity.

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“…Hal ini dapat mengindikasikan berkurangnya pelanggan dalam mencintai merek. Seperti di ungkapkan oleh (Kang, 2015) bahwa penjualan produk dari merek tertentu dapat disebabkan oleh tidak adanya kecintaan pelanggan terhadap merek sehingga beralih memilih produk merek lain.…”

Section: Pendahuluanunclassified

Gambaran Brand Experience Dan Brand Love Iphone Pada Komunitas Fanspage Facebook Iphone Indonesia

Hanifah

Rahayu

Dirgantari

2018

JBME

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ABSTRAKTujuan -Tujuan penelitian ini adalah untuk mengetahui gambaran brand experience dan brand love. Desain/metodologi/pendekatan -Desain penelitian ini adalah cross sectional. Penelitian ini menggunakan pendekatan deskriptif dengan metode explanatory survei unit analisis sebanyak 83 responden. Pengumpulan data dengan menggunakan kuesioner. Teknik analisis yang digunakan adalah teknik deskriptif dengan menggunakan distribusi frekuensi. Temuan -Berdasarkan hasil penelitian mneggunakan analisis deskriptif, didapatkan hasil bahwa brand experience berada pada kategori tinggi dengan skor 94,18% dan brand love berada dalam kategori cukup tinggi dengan skor 64,60%. Orisinalitas/nilai -Penelitian ini dilakukan pada industri telekomunikasi dengan objek penelitiannya adalah sebuah produk dari merek terkenal. Dimensi dan indikator yang digunakan untuk mengukur gambaran variabel yang diteliti merupakan teori consumer-brand relationship Kata kunci: Brand experience, brand love, iphone Jenis Artikel: Studi Kasus ABSTRACT Purpose -The purpose of this study is to see the description of brand experience and brand love. Design / methodology / approach -The design of this study is cross sectional. This research uses descriptive approach with survey explanatory method as much as 83 respondents. A questionnaire was used as a research instrument to collect data from respondents. Analytical technique used is descriptive technique by using frequency table. Findings -Based on the results of the research using descriptive analysis, the result of the experience brand is in the high category with with a score of representative 94.18% and the love brand is in high category with with a score of representative 64.60%. Originality / value -This research provides is condusted on telecommunication industry with the object of research is a product from famous brand. The dimensions and indicators used to measure of variablethe are theories consumer-brand relationship.

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Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer

Cited by 38 publications

References 14 publications

Marka Aşkinin Öncülleri̇ Ve Sonuçlari: Akilli Telefon Ürünü Özeli̇nde Bi̇r Araştirma

Marka Aşkinin Öncülleri̇ Ve Sonuçlari: Akilli Telefon Ürünü Özeli̇nde Bi̇r Araştirma

Effect of Customer Brand Engagement, Customer Satisfaction and Brand Love, to Customer-Based Brand Equity on Brand Honda Motorcycle in Faculty of Economic in Universitas Negeri Padang

Gambaran Brand Experience Dan Brand Love Iphone Pada Komunitas Fanspage Facebook Iphone Indonesia

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