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An Investigation on the Evaluation of the Factors Affecting Brand Love

130 citations0/0 files storedProcedia - Social and Behavioral Sciences

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

Brand love is a relatively new subject in the marketing literature. As it is known, consumers’ establishing emotional bonds with brands and the bond connecting the self with the product-brand are longstanding issues which have an extensive coverage in the literature. It explains the brands specially positioned by the consumer and the characteristics of them. In this study, the effect of social self, variety-seeking and brand image on creating brand love was investigated. Assuming that a loved brand will create brand loyalty and lead to positive word-of-mouth communication (wom), brand love was considered as an intervening variable and the effect of brand love on brand loyalty was aimed to be investigated. Data were collected by means of face-to-face interview method. The questionnaires were administered to the students of Atatürk University. Convenience sampling method was used as a sampling method. Structural Equation Model was used to test the research model. As a result of the research, it was determined that brand image and social self had a positive effect on brand love and that variety-seeking had no significant effect on brand love. Variety-seeking has a negative effect on brand loyalty. Brand love has a positive effect on brand loyalty and word-of-mouth communication.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1999Whence Consumer Loyalty?2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 1986A triangular theory of love.1987Product/Consumption-Based Affective Responses and Postpurchase Processes 2006Some antecedents and outcomes of brand love 1995Subcultures of Consumption: An Ethnography of the New Bikers

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2021Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty 2020Love becomes hate? or love is blind? Moderating effects of brand love upon consumers’ retaliation towards brand failure 2016Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love 2020Expressive Brand Relationship, Brand Love, and Brand Loyalty for Tablet PCs: Building a Sustainable Brand 2020An integrated model of brand experience and brand love for halal brands: survey of halal fast food consumers in Malaysia

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