How deep is your love? Brand love analysis applied to football teams

Martín, Félix Velicia; Toledo, Luis Doña; Palos-Sánchez, Pedro R.

doi:10.1108/ijsms-10-2019-0112

Cited by 25 publications

(16 citation statements)

References 89 publications

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“…, 2004). When customer develops love for the brand, desire to own the brand exceeds; they feel separation distress, resistance to negative information as outcome, loyalty, willingness to invest and WOM communication (Hung and Lu, 2018; Velicia Martín et al. , 2020).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…The current research fills this gap by considering additional advantages and benefits of brand love for branding decision makers. A few research studies indicated that if customers fell in love with a brand, they showed unique emotions such as willingness to resist negative information (Bagozzi et al, 2017;Bowden, 2009), occasionally accepting potential wrongdoings from the brand (Leventhal et al, 2014), willingness to invest, positive WOM for their loved brand (Hung and Lu, 2018;Velicia Mart ın et al, 2020), brand advocacy, brand tolerance, forgiveness of brand failure (Fournier, 1998;Sarkar, 2014;Hegner et al, 2017) and willingness to pay price premium (Albert and Merunka, 2013). Thus, conceptual clarity is needed to advance the knowledge of brand trust and brand love (Drennan et al, 2015;Loureiro et al, 2017) in order to comprehend the quality of customer-brand relationship.…”

Section: Introductionmentioning

confidence: 99%

“…, 2017; Bowden, 2009), occasionally accepting potential wrongdoings from the brand (Leventhal et al. , 2014), willingness to invest, positive WOM for their loved brand (Hung and Lu, 2018; Velicia Martín et al. , 2020), brand advocacy, brand tolerance, forgiveness of brand failure (Fournier, 1998; Sarkar, 2014; Hegner et al.…”

Section: Introductionmentioning

confidence: 99%

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A framework for transitioning brand trust to brand love

Marmat

2023

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PurposeThis study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).Design/methodology/approachSince brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.FindingsFindings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.Research limitations/implicationsThis research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.Originality/valueThe current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.

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Section: Conceptual Frameworkmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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A framework for transitioning brand trust to brand love

Marmat

2023

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“…If consumers are satisfied with the brand experience, they will gradually become attached to the brand. After they become attached, they will have a deeper emotional connection with the brand based on brand love ( Velicia Martín et al, 2020 ; Gilal et al, 2021 ; Shetty and Fitzsimmons, 2021 ). Therefore, the third hypothesis is proposed in this study:…”

Section: Theoretical Background and Hypothesis Formulationmentioning

confidence: 99%

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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“…It has found resonance in the world of sport (van Rijn et al , 2019) as it has the capacity to exact significant commercial leverage (Toscani and Prendergast, 2018), reach substantive audiences (Woisetschläger and Michaelis, 2012), enhance brand awareness and reputation (van Rijn et al , 2019) and promote fans’ identification (Lee et al , 2020). Moreover, sponsorship represents a sophisticated means of inciting consumption (Dos Santos et al , 2019 and benefits from fans’ affective relationships with their team (Velicia Martín et al , 2020). It is this relationship between sponsor and team that is the catalyst for the sponsor and the fan developing a long-term, strategically essential relationship (Thomas, 2014).…”

Section: Introductionmentioning

confidence: 99%

Exploring children’s reactions to sponsorship transition: a study of interpersonal and pro-social demands

Thomas

White

Samuel³

2020

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Purpose The purpose of this study is to evaluate children’s perceptions and attitudes towards sponsorship transition, specifically the change from Nike to PUMA as kit sponsors for Manchester City Football Club (MCFC) in July 2019. Design/methodology/approach A sample of 368 children, between 7 and 16 years of age were recruited for the study. Using electronic diaries, 1,577 diary entries were captured between February 2019 and March 2020. Findings Data reveals that children conceptualise sponsorship as a social exchange, with sponsoring brands seen as human entities and interaction with them reflecting the dynamism of social and familial relationships. Consequently, children in this study demanded prosocial and interpersonal behaviours from sponsors and sponsee during the transition period. Research limitations/implications The research has an immediate and direct application for brand managers and the sponsee when considering terminating long-term sponsorship. Both the departing and incoming sponsors can maximise their relationships with these younger fans through an orchestrated departure, arrival and dedicated handover. Practical implications The findings enable marketing brand managers to effectively evaluate sponsor transition to maximise opportunities to maintain, and indeed start, brand relationships with younger fans. Originality/value This is the first study that has examined sponsorship children’s responses to sponsorship transition.

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How deep is your love? Brand love analysis applied to football teams

Cited by 25 publications

References 89 publications

A framework for transitioning brand trust to brand love

A framework for transitioning brand trust to brand love

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

Exploring children’s reactions to sponsorship transition: a study of interpersonal and pro-social demands

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