When consumers love their brands: Exploring the concept and its dimensions

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

doi:10.1016/j.jbusres.2007.09.014

Cited by 492 publications

(521 citation statements)

References 36 publications

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“…In particular, company usefulness may be prevalent in situations where consumers personally attach themselves to companies (Albert, Merunka, & Valette-Florence, 2008;Vlachos & Vrechopoulos, 2012) and/or where established relationships exist (Blodgett & Granbois, 1992;Eccles & Durand, 1998;Stephens & Gwinner, 1998). In such situations consumers feel a mutual and close relationship with a company, and may decide to invest in the relationship by providing feedback when needed (Vlachos & Vrechopoulos, 2012).…”

Section: The Moderating Role Of Company Usefulnessmentioning

confidence: 99%

Negative online word-of-mouth: Behavioral indicator or emotional release?

Verhagen

Nauta

Feldberg

2013

Computers in Human Behavior

174

125

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The influence of negative online word-of-mouth on the behavior of those receiving it has been addressed extensively in the academic literature. Remarkably, the question whether negative online word-of-mouth should also be seen as a behavioral indicator of its sender remains unaddressed. Answering this question is relevant as it provides companies with insight into the need to engage in interaction with those who negatively express themselves online or whether these expressions should be seen as temporary emotional releases without any future conduct. To fill the existing research gap, this research paper proposes and empirically tests a sender-oriented model, investigating the influence of emotions, negative online word-of-mouth on repatronage and switching behavior. As disclosing negative feedback online may also reflect the sender's motivation to inform the consumer community or to provide constructive feedback to the company responsible for the dissatisfying consumption, community usefulness and company usefulness are included as behavioral moderators. The results of an empirical survey conducted amongst real senders of negative information confirm that negative online word-of-mouth is directly driven by positive and negative emotions and is strongly predictive for the sender's future conduct. The motivation to help other consumers was demonstrated to function as behavioral moderator. The paper concludes with theoretical and managerial implications, and suggests avenues for further research.

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Section: The Moderating Role Of Company Usefulnessmentioning

confidence: 99%

Negative online word-of-mouth: Behavioral indicator or emotional release?

Verhagen

Nauta

Feldberg

2013

Computers in Human Behavior

174

125

View full text Add to dashboard Cite

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“…A study also motivates to use the CA as an analytical tool. 27 As a statistical technique of choice, CA is very useful when associations between two or more multi-level categorical variables have to be examined. In measuring the brand effects specifi cally, it is an extremely useful application because of the large number of categorical variables used for analysis.…”

Section: Analysis and Discussionmentioning

confidence: 99%

“…Brand involvement captures the social trend to engage the consumer ' s cognition. A study 27 argues that the love a biker feels for his or her motorcycle consists of three variables: Eros (passionate love), mania (possessive love) and agape (altruistic love).…”

Section: Brand Involvementmentioning

confidence: 99%

Brand manifestation and retrieval effects as drivers of buying behavior in Mexico

Rajagopal

2012

J Database Mark Cust Strategy Manag

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This research addresses brand manifestation and its effects on purchase behavior of consumers. The discussion in the study fi lls an important knowledge gap by investigating the brand -consumer association considering economic, cognitive and relational variables that help consumers analyze the brands ' manifestation. The study proposes fi ve constructs that represent brand attractiveness, availability, awareness, quality and service association that explains how the relative importance of brands differs across purchase situations . On the basis of data from 231 respondents in Mexico, the study proposes an integrated branding perspective, which conceptualizes the co-construct between brand appearance and brand meaning among consumers. Finally, the implications of such an approach for future research and brand management are discussed.

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“…There is a deep symbolism behind the brand and each symbol is the greatest assistant of individuals to reflect the social identity (Albert, Merunka, & Valette-Florence, 2008). …”

Section: The Importance Of Brand During the Creation Process Of Sociamentioning

confidence: 99%

Study on the Effect of Use of Luxury Brand During the Social Identity Projection of Individuals

Tunali

2016

TOJDAC

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The "Social Identity Theory", which has been developed by Henri Tajfel & John Turner, is defined as "the part of personality perception of individual, which is created with an individual's membership a group, knowledge with this membership, paid attention and emotional commitment on this membership". Social identity theory, beyond private and personal identities, touches upon the identity of a specific group membership. According to the researches about this issue, individuals reflect their social identities in the society with the products that they consumed and with the brands that they used. In this study, social identity and social identity theory is evaluated by defining the concept of identity firstly. After that, the definition of brand and the brand identity with the definition of luxury and luxury brand is made; in the end, the effect of use of luxury brand during the social identity projection of individuals is touched upon.

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When consumers love their brands: Exploring the concept and its dimensions

Cited by 492 publications

References 36 publications

Negative online word-of-mouth: Behavioral indicator or emotional release?

Negative online word-of-mouth: Behavioral indicator or emotional release?

Brand manifestation and retrieval effects as drivers of buying behavior in Mexico

Study on the Effect of Use of Luxury Brand During the Social Identity Projection of Individuals

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