2016
DOI: 10.1080/15332667.2016.1209047
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An Investigation Into the Concept of Brand Love and Its Proximal and Distal Covariates

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Cited by 30 publications
(28 citation statements)
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“…Another hypothesis of the research is the H2 hypothesis, which claims that the brand experience positively affects brand love. The positive effect of brand experience on brand love was determined in the literature in various studies (Roy et al, 2013, p. 330;Garg et al, 2015, Garg, Mukherjee, Biswas andKataria, 2016;Pandowo, 2016;Erdoğan and Enginkaya, 2018;Zhang, 2019). Rodrigues et al (2007) determined in their research that brand experience in online shopping has no positive effect on brand love.…”
Section: Conclusion and Recommendationsmentioning
confidence: 98%
“…Another hypothesis of the research is the H2 hypothesis, which claims that the brand experience positively affects brand love. The positive effect of brand experience on brand love was determined in the literature in various studies (Roy et al, 2013, p. 330;Garg et al, 2015, Garg, Mukherjee, Biswas andKataria, 2016;Pandowo, 2016;Erdoğan and Enginkaya, 2018;Zhang, 2019). Rodrigues et al (2007) determined in their research that brand experience in online shopping has no positive effect on brand love.…”
Section: Conclusion and Recommendationsmentioning
confidence: 98%
“…To a lesser extent, confusion exists in relation to the outcomes of brand love, with trust being cited as a dimension of brand love (Albert et al, 2008), an antecedent of brand love (Albert and Merunka, 2013) and an outcome of brand love (Loureiro et al, 2012). Nevertheless, there appears to be some consensus over other brand love outcomes with purchase intention (Fetscherin et al, 2014;Sarkar et al, 2012), word-of-mouth recommendation/advocacy (Fetscherin et al, 2014;Sarkar et al, 2012), loyalty (Carroll and Ahuvia, 2006;Loureiro et al, 2012;Roy et al, 2013;Alnawas and Altarifi, 2016) and commitment (Albert and Merunka, 2013;Loureiro et al, 2012;Garg et al, 2016) being cited as prominent outcomes. However, given the disparate operationalization of these outcome constructs across studies, it is suggested that consensus may be an apparition based on construct labelling, rather than construct measurement/validity.…”
Section: Brand Lovementioning
confidence: 99%
“…According to the results revealed in some studies in brand literature, the experience with the brand has a positive impact on brand love (Garg et al, 2016). Brand love has a full mediation effect on the relationship between brand experience and brand loyalty (Aşkın and İpek, 2016).…”
Section: Brand Lovementioning
confidence: 96%
“…Today, customer satisfaction alone is not enough to achieve sustainable marketing success because of the changing demands of consumers. Marketers need to create a strong emotional bond, such as brand love, between the brand and the customers to drive a strong relationship between them (Karjaluoto et al, 2016) because customers who have an emotional bond with the brand and who are in love with the brand can resist alternative brands and contribute to a brand's sustainability within the market (Garg et al, 2016).…”
Section: Introductionmentioning
confidence: 99%