Role of Brand Love in Consumer Brand Relationships

Albert, Noël; Merunka, Dwight

doi:10.1057/9781137427120_2

Cited by 104 publications

(220 citation statements)

References 30 publications

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“…Although brand love positively correlates with attitude, involvement and satisfaction, it is separate and distinct from those constructs (Albert and Merunka, 2013;Thomson et al, 2005). Positive attitude alone does not require the formation of brand love (Carroll and Ahuvia, 2006), does not link the brand to the self-concept, and does not cause an individual to maintain a relationship with the brand when more attractive options are introduced (Thomson et al, 2005).…”

Section: Brand Lovementioning

confidence: 94%

“…The effect of self-expressiveness, brand trust, and hedonic value on brand love have been shown in prior studies (e.g. Albert and Merunka, 2013;Drennan et al, 2015;Huber et al, 2015); however, none of these studies have examined the compound effect of these constructs on brand love.…”

Section: Introductionmentioning

confidence: 92%

“…Prior research (e.g. Albert and Merunka, 2013;Huber et al, 2015) also suggests that brands that encourage consumers to express themselves are the most likely to be loved. Carroll and Ahuvia (2006), as well as Wallace et al (2014), confirm this and find a strong association between the self-expressiveness of the brand and brand love.…”

Section: Self-expressiveness Of a Brandmentioning

confidence: 99%

“…Several desirable outcomes of brand love have been proposed, such as brand loyalty, positive word of mouth (WOM) (Carroll and Ahuvia, 2006;Albert and Merunka, 2013;Wallace et al, 2014), stronger purchase intentions (Fetscherin, 2014;Kudeshia et al, 2016;Pawle and Cooper, 2006), and greater willingness to pay price premiums (Albert and Merunka, 2013;Fedorikhin et al, 2008;Thomson et al, 2005) and accept product failures (Grisaffe and Nguyen, 2011). Owing to the growing influence of peer reviews and suggestions on consumers' buying decisions, positive WOM in both offline and online environments (i.e., electronic WOM [eWOM]) are the key objectives of today's marketing activities (Chen and Xie, 2008).…”

Section: Introductionmentioning

confidence: 99%

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Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

231

218

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Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

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Section: Brand Lovementioning

confidence: 94%

Section: Introductionmentioning

confidence: 92%

Section: Self-expressiveness Of a Brandmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

231

218

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“…Direct experience of consumer is created from physical contact of a product and indirect experience is resulted from advertisement or marketing communication. Brand experience can be short-term or long-term ad positive or negative (Albert & Merunka, 2013). …”

Section: Literature Reviewmentioning

confidence: 99%

Effect of Confronting Brand and Experience of Brand on Remembering Brand (Case Study: Consumers of Shampo in Rasht)

Abkenarei¹,

Asil²

2016

TOJDAC

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Present research aims to investigate The Effect of Brand Exposure and Brand Exprience on Brand Recall through perceived brand image, self-image congruence and trust. This study is descriptive and in aim is functional and in terms data collection is field. Data collecting tool is questionnaire which contains 21 questions to measure the research variables. To measuring the variables from the whole 5-point Likert was used. Reliability using Cronbach's alpha was reviewed and approved. The population of the study is all Shampoo Consumers in Rasht. Using a Cochran formula 390 subjects were evaluated for the study. To test the hypothesis, methods of structural equation modeling was used. The results showed that Brand Exposure has a Psitive and significant effect on perceived brand image and self-image congruence. While has not significant effect on trust. On the other hand, Brand Exprience has a positive and significant effect on all three variables such perceived brand image, self-image congruence and trust. Also all three mediating variables has a significant effect on brand recall.

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Sustaining brand loyalty: The moderating role of green consumption values

et al. 2021

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Environmental issues are massively emerging in the current agendas of governments, businesses and consumers all over the globe. Consumers increasingly adopt a more energetic role in the environmental discussion and employ product consumption to manifest their contribution to the debate. Equally, a growing number of businesses try to affect positive social change, whereas others strategically approach green opportunities; at the same time, they persistently intensify their branding offerings to sustain loyalty. This article brings into discussion green consumption values as the authors aim to shed light into the way the latter moderate the effect of brand related factors, namely, brand experiences and brand personality, on brand loyalty. Based on data received from 413 participants and using the wearable technologies industry as the focal context, the study underscores the significance of green consumption values. Findings are discussed, and implications for managers are provided.

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Role of Brand Love in Consumer Brand Relationships

Cited by 104 publications

References 30 publications

Brand love and positive word of mouth: the moderating effects of experience and price

Brand love and positive word of mouth: the moderating effects of experience and price

Effect of Confronting Brand and Experience of Brand on Remembering Brand (Case Study: Consumers of Shampo in Rasht)

Sustaining brand loyalty: The moderating role of green consumption values

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