RETRACTED ARTICLE: Brand love: fiction or reality?

Chaudhary, Abdul Haseeb

doi:10.1080/0965254x.2018.1430056

Cited by 5 publications

(2 citation statements)

References 40 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Therefore, the current study examined an extension to such strong emotion towards brand fidelity and WOM. Moreover, higher-level brand relationships such as love, fidelity and commitment may not be applicable to all brands and are found to be more persistent in brands with high customer involvement (Chaudhary, 2018). In light of this, halal brands being a symbol of religious association trigger the cognitive decision-making of the consumers.…”

Section: Discussionmentioning

confidence: 99%

Assessing brand love, brand sacredness and brand fidelity towards halal brands

Joshi¹,

Garg²

2020

JIMA

View full text Add to dashboard Cite

Purpose The purpose of this study is to examine the role of contemporary consumer-brand relationships in predicting brand sacredness, brand fidelity and propensity to spread word of mouth (WOM) in the context of “halal” cosmetic brands. Design/methodology/approach The proposed research framework has been empirically tested by collecting responses from 403 Muslim respondents of diverse demographics. Structural equation modelling has been used for exploring the underlying relationships between emotions associated with halal brands. Findings All the proposed hypotheses were positively significant, thus confirming that brand love is significantly affected by brand trust, brand image, self-congruence and brand experience. Further, brand love acts as a significant determinant in shaping brand sacredness, brand fidelity and WOM. Research limitations/implications The study has made a significant contribution by exploring the intensity of brand love and its effect on relationship-maintenance triad in halal cosmetic brands in India. Practical implications Marketers must understand the emotional side of brands to create synergy in their marketing efforts. Moreover, in the case of religious or faith-based brands, attainment of the highest order of brand love can play a revolutionary role for long-term growth. Originality/value In the context of halal cosmetic brands in India, this study has offered a new perspective by extending the literature on consumer-brand relationships. The use of brand fidelity and brand sacredness has enhanced the effectiveness of emotions with which consumers have been looking at brands for ages.

show abstract

Section: Discussionmentioning

confidence: 99%

Assessing brand love, brand sacredness and brand fidelity towards halal brands

Joshi¹,

Garg²

2020

JIMA

View full text Add to dashboard Cite

show abstract

“…Brands with high levels of hedonic efficacy are effusive (Suh, 2009), variably experienced (Babin et al, 1994) and assessed intuitively (Suh, 2009). Earlier research proposed that hedonic pleasure plays important role in building loyalty (Babin et al, 1994) and hedonic efficacy boosts consumers' tendency to love the brand (Carroll and Ahuvia, 2006;Chaudhary, 2018;Huang, 2017;Huber et al, 2015). Hence, we hypothesize that: H1.…”

Section: Hedonic Pleasurementioning

confidence: 92%

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Junaid

Hou

Hussain

et al. 2019

JPBM

116

106

View full text Add to dashboard Cite

Purpose The purpose of this paper is to determine the impact on brand love of consumption experience at the dimensional level and to determine whether brand love mediates between consumption experience and customer engagement in the context of Generation M. Design/methodology/approach A sample of 265 Muslim smartphone users responded to a structured questionnaire adapted from existing literature. First, confirmatory factor analysis was carried out, and then data were analyzed through structural equation modeling using MPlus. Findings The findings indicate that hedonic pleasure and escapism directly, while flow, challenge and learning indirectly affect brand love and that brand love mediates the relationship between consumption experience and customer engagement. Practical implications This paper explicates Generation M’s consumption experience, ascertains ways to supplement their love for brand and engage them in gainful relationships and provides suggestions for further investigation. From a managerial perspective, the paper has implications for the management of consumer experience, identifies the most valuable dimensions of consumption experience and proposes that managers can develop customer-engagement strategies via brand love. Originality/value The paper validates the mediating role of brand love in the relationship between consumption experience and customer engagement; is the first to investigate the relationship between all dimensions of consumption experience and brand love; is one of few studies to investigate consumption experience, brand love and customer engagement in developing countries; and is one of first investigations to use a sample of Generation M.

show abstract

Brand fidelity: a relationship maintenance perspective

2018

View full text Add to dashboard Cite

An in-depth literature review associated with consumer/brand research provides the foundation for this paper through explicating the evolution of this important research stream. The literature findings highlight significant challenges in the conceptualisation and measurement of key consumer-related constructs such as brand loyalty, brand commitment and brand love. Drawing upon these findings, the authors propose that relationship maintenance mechanisms (i.e. cognitive and behavioural) provide the key to measurement and prediction of consumer/brand relationship strength. On this basis, this paper offers brand fidelity as a novel approach in understanding how consumers demonstrate their love and commitment for the brand through engaging, subconsciously or otherwise, in relationship maintenance cognitions and behaviours. Defined as the consumer's faithfulness to a brand partner demonstrated by an aggregate of behaviours (i.e. accommodation/forgiveness, willingness to sacrifice) and cognitions (i.e. derogation of alternatives, cognitive interdependence and positive illusions) that maintain relationship stability and durability, brand fidelity provides a solid foundation for future research offering significant value to academics and brand practitioners alike.

show abstract

RETRACTED ARTICLE: Brand love: fiction or reality?

Cited by 5 publications

References 40 publications

Assessing brand love, brand sacredness and brand fidelity towards halal brands

Assessing brand love, brand sacredness and brand fidelity towards halal brands

Brand love: the emotional bridge between experience and engagement, generation-M perspective

Brand fidelity: a relationship maintenance perspective

Contact Info

Product

Resources

About