A Review of Brand Love: Conceptual Considerations and Their Relevance for Business

Schlobohm, S.; Zulauf, Katrin; Wagner, Ralf

doi:10.1007/978-3-319-11815-4_101

Cited by 6 publications

(8 citation statements)

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“…However, there are researchers (Batra et al, 2012;Chang and Chieng, 2006;Park et al, 2010;Hwang and Kandampully, 2012) suggesting a clear distinction. They state that emotional attachment compared to brand love requires less intensity of an emotional response to an object (Schlobohm et al, 2016). Nevertheless, there are researchers (Batra et al, 2012;Chang and Chieng, 2006;Hwang and Kandampully, 2012;Loureiro et al, 2012;Shimul et al, 2019;Park et al, 2010) suggesting a clear distinction.…”

Section: The Distinction Between Emotional Brand Attachment and Brand Lovementioning

confidence: 99%

“…Nevertheless, there are researchers (Batra et al, 2012;Chang and Chieng, 2006;Hwang and Kandampully, 2012;Loureiro et al, 2012;Shimul et al, 2019;Park et al, 2010) suggesting a clear distinction. They state that emotional attachment compared to brand love requires less intensity of an emotional response to an object (Schlobohm et al, 2016). Batra et al (2012) in the higher-order model of brand love have shown that emotional attachment is one of the three components of positive emotional connection that, together with passion-driven behaviors and self-brand integration, constitute brand love.…”

Section: The Distinction Between Emotional Brand Attachment and Brand Lovementioning

confidence: 99%

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Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Ghorbanzadeh

Rahehagh

2021

RAMJ

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Purpose Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. Design/methodology/approach A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method. Findings The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. Research limitations/implications Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers’ brand relationships help brand managers devise effective brand management strategies. Practical implications The managerial implications can guide managers toward enhancing the consumers’ loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices. Originality/value The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

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Section: The Distinction Between Emotional Brand Attachment and Brand Lovementioning

confidence: 99%

Section: The Distinction Between Emotional Brand Attachment and Brand Lovementioning

confidence: 99%

Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Ghorbanzadeh

Rahehagh

2021

RAMJ

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“…Joo and Sang's (2013) result again highlights the role of culture in moderating behaviors, which may be exactly why Garg et al (2015) suggested culture as moderator and Voorn et al (2015) stressed the study of cultural differences specifically in studies on brand love. Schlobohm et al (2016) international comparison of brand loveits similarities and dissimilarities, the impact of cultural framing and the intensity and duration of brand lovefound significant differences among countries and stressed the key role of culture. Flow (H2) and challenge(H4) also have insignificant direct effect for the level of smartphone use in the present study's sample, perhaps because of lower immersion and contest offered by smartphone experience as compare to mountaineering (Pomfret, 2006) and river rafting (Wu and Liang, 2011) but their indirect effects significantly contribute to the consumers' experience and play important role in building love for brand.…”

Section: Structural Modelmentioning

confidence: 99%

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

Junaid

Hou

Hussain

et al. 2019

JPBM

121

106

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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.

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“…However, there are researchers (e.g., Batra et al, 2012;Chang & Chieng, 2006;Hwang & Kandampully, 2012;Park et al, 2010) suggesting a clear distinction. They state that emotional attachment compared to brand love requires less intensity of an emotional response to an object (Schlobohm et al, 2016). Nevertheless, there are researchers (e.g., Batra et al, 2012;Chang & Chieng, 2006;Hwang & Kandampully, 2012;Loureiro et al, 2012;Shimul et al, 2019;Park et al, 2010) suggesting a clear distinction.…”

Section: The Distinction Between Emotional Brand Attachment and Brand Lovementioning

confidence: 99%

“…Nevertheless, there are researchers (e.g., Batra et al, 2012;Chang & Chieng, 2006;Hwang & Kandampully, 2012;Loureiro et al, 2012;Shimul et al, 2019;Park et al, 2010) suggesting a clear distinction. They state that emotional attachment compared to brand love requires less intensity of an emotional response to an object (Schlobohm et al, 2016). Batra et al (2012) in the higher-order model of brand love have shown that emotional attachment is one of the three components of positive emotional connection that, together with passion-driven behaviors and self-brand integration, constitute brand love.…”

Section: The Distinction Between Emotional Brand Attachment and Brand Lovementioning

confidence: 99%

The role of emotional structures in the relationship between satisfaction and brand loyalty

Ghorbanzadeh

Rahehagh

2020

Cogent Psychology

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A Review of Brand Love: Conceptual Considerations and Their Relevance for Business

Cited by 6 publications

References 0 publications

Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty

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

The role of emotional structures in the relationship between satisfaction and brand loyalty

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