Brand passion: Antecedents and consequences

Albert, Noël; Merunka, Dwight; Valette‐Florence, Pierre

doi:10.1016/j.jbusres.2011.12.009

Cited by 238 publications

(232 citation statements)

References 39 publications

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“…The findings echo into the implementation of successful brand management (e.g. Albert, Merunka, and Valette-Florence, 2008) and customer engagement literatures (Verhoef, Reinartz, and Krafft, 2010).…”

Section: Introductionmentioning

confidence: 83%

“…In consumer research, concepts such as inter-personal love (Ahuvia, 2005;Sternberg, 1986), customers' attachment to brands (Park et al 2010) and customer-object bonds (Kleine, Kleine, and Allen, 1995) are explicitly related to studying brand love. With varying definitions of brand love, Batra et al (2012) put forward that there is a disagreement in defining the concept, and suggest that it has anywhere from one to 11 dimensions (Albert et al, 2008). They subsequently find seven elements pertaining to brand love, that consist of self-brand integration, passiondriven behaviours, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength) and anticipated separation distress (Batra et al, 2012).…”

Section: Background and Literature Reviewmentioning

confidence: 99%

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An integrated model of firms’ brand likeability: antecedents and consequences

Nguyen

Choudhury

Melewar

2014

Journal of Strategic Marketing

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Likeability plays an important role for firms that rely on their brands.However, few studies examine factors influencing customers' perceptions of likeable firm brands. Adapting a Private Brand model, the current study proposes a model of brand likeability that integrates four key variables measuring customer characteristics, namely: price consciousness, perceived quality, perceived risk and familiarity. Using an online survey to collect data, the study employs partial least square based structural equation modelling for hypothesis testing. Findings reveal that when customers are more familiar with the well-liked brand, they have more confidence in evaluating the quality, reducing perceived risk and price consciousness. In addition, the study highlights an important antecedent to brand likeability perceptions: brand familiarity. Marketers are encouraged to manage brand likeability more systematically to improve customer-brand relationships, brand reputation, and differentiate firms' brand personality. Not managing likeability creates disliked brands, resulting in customer dissatisfaction and negative word of mouth.

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Section: Introductionmentioning

confidence: 83%

Section: Background and Literature Reviewmentioning

confidence: 99%

An integrated model of firms’ brand likeability: antecedents and consequences

Nguyen

Choudhury

Melewar

2014

Journal of Strategic Marketing

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“…In this paper, we specifically focus on brand trust, brand attachment, and brand switching. Brand trust reflects a consumer's willingness to rely on a brand to perform certain functions (Chaudhuri and Holbrook, 2001) and his and her expectations about the brand's reliability in risky situations (Albert et al, 2012). The process by which an individual attributes trust to a brand is based on his or her experience with it (Delgado-Ballester and Munuera-Alemán, 2000), in which context-consistent delivery is essential.…”

Section: Literature Reviewmentioning

confidence: 99%

The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers

Horváth

Birgelen

2015

European Journal of Marketing

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Purpose – This article investigates the role that brands play in influencing the behavior and purchase decisions of compulsive buyers and whether this role differs for noncompulsive buyers, resulting in four research propositions. Design/methodology/approach – In-depth interviews, conducted with ten compulsive and ten noncompulsive buyers, reveal several interesting differences between the groups. Findings – The findings reveal several interesting differences between compulsive buyers and noncompulsive buyers. Noncompulsive buyers seem to appreciate and focus mainly on functional benefits of branded products and avoid buying unbranded products, whereas compulsive buyers value emotional and social benefits but often decide to buy “more and cheaper” items to achieve variety in their purchases. Noncompulsive buyers develop brand trust in, attachment to and higher willingness to pay for their favorite brand than for other brands, whereas compulsive buyers even struggle to name a favorite brand. Furthermore, compulsive buyers engage in more brand switching than noncompulsive buyers. Research limitations/implications – While this research provides the first, in-depth findings, a large-scale survey research is called for to provide statistically valid tests of the authors ' propositions. Practical implications – The findings indicate that compulsive and noncompulsive buyers seek different benefits of brands. Stressing the good quality should be particularly effective for noncompulsive buyers, whereas compulsive buyers will be triggered more effectively by claims about the emotional benefits. This finding has obvious implications for brand communication strategies but also raises an important ethical dilemma. The findings further indicate that compulsive buyers react to branded products in ways that may hurt brands with high brand equity. These, therefore, have an incentive to help compulsive buyers overcome this problem, rather than encouraging them in their buying behavior. Social implications – Considering the harmful effects of compulsive buying behavior on a person’s well-being, manufacturers and retailers should take corporate social responsibility in this situation and help society deal with it, using both proactive and reactive methods. For example, to facilitate the early identification of this type of behavior, retailers might stimulate customers to think about their purchasing motivations and inform them about the risks of compulsive buying. They could initiate the development, support or sponsorship of a “Shop Responsibly” campaign to help customers avoid such buying behaviors. Not only would these efforts increase customer satisfaction and loyalty, but they could boost the public image of the firm as a responsible organization that cares for societal well-being. Originality/value – This is the first study to investigate how compulsive buyers approach brands and whether they approach brands differently from noncompulsive buyers. It can draw attention to and encourage future research in this important area.

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“…Love creates motivation in people that causes them to give maximum efforts towards brand success. Hence, stirring up the emotions and feelings of supporters has become one of the ways to promote brand in today's marketing industry (20). Based on this finding, it can be stated that the development of love in the fans can have such an effect on them that the defeat of the team, will be considered a personal defeat and its success will be regarded as a success of the fan.…”

Section: Discussionmentioning

confidence: 99%

Structural Model of the Role of Brand Trust on Brand Identity through the Mediating Role of Brand Love among Fans of Futsal Premier League Clubs in Iran

Keshtidar

Shajie

Besharat

et al. 2018

Ann. Appl. Sport Sci

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Background. Sports brand love refers to the degree of passionate emotional attachment consumers feel towards a sports team. Brand able to be more competitive by establishing the strong brand love of the customers as well as brand identity and brand trust. Objectives. The purpose of this research is to present a model of the role of brand trust on brand identity through the mediating role of brand love among fans of Futsal premier league clubs. Methods. The present study is a descriptive-correlative research in compliance with existing standard case studies. The population of this research comprised of all fans of the Farsh Ara Mashhad club, among which 295 were selected according to the temporal and spatial domains of the study as the sample, utilizing simple random sampling method. In order to achieve the research goals, the moderated Brand Identity Questionnaire made by Meal and Ashforth (1992), Albert's Brand Love Questionnaire, 2010, and Ballester Brand Trust Questionnaire (2004) were used. Descriptive statistics and inferential statistics (structural equation modeling and path analysis) were used for data analysis at a significant level recorded as 0.05. Result. According to the value of the coefficient path between brand trust and brand identity recorded as 0.47, which is positive and the value of the t-statistics correspondence obtained as 2.09, with 95% confidence, the coefficient path at the error level recorded as 0.05 is significant. Furthermore, a significant relationship between brand trust and brand identity was confirmed and also according to the main hypothesis of the research, the path coefficient of the indirect relationship of brand trust, through the mediating variable of brand love on brand identity with the value 0.53 was also calculated and the main hypothesis of the research was confirmed. Conclusion. In general, investing on brand trust on behalf of the Futsal premier league clubs (especially Farsh Ara club) and in the following plan to increase the admiration of fans in creating and developing a brand identity is one of the significant results mentioned in this research.

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Brand passion: Antecedents and consequences

Cited by 238 publications

References 39 publications

An integrated model of firms’ brand likeability: antecedents and consequences

An integrated model of firms’ brand likeability: antecedents and consequences

The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers

Structural Model of the Role of Brand Trust on Brand Identity through the Mediating Role of Brand Love among Fans of Futsal Premier League Clubs in Iran

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