An Investigation on the Evaluation of the Factors Affecting Brand Love

Ünal, Sevtap; Aydın, Hatice

doi:10.1016/j.sbspro.2013.08.640

Cited by 86 publications

(96 citation statements)

References 26 publications

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“…In one hand, brand image participates in the process of decision making, and at the other hand, it affects customers' succeeding behavior (Bian & Moutinho, 2008). When there is a favorite brand image, customers will satisfy with their purchase and will be too interested in the brand; this will cause word of mouth at this respect (Unal & Aydin, 2013;Esmaeel & Spinly, 2012).…”

Section: Brand Imagementioning

confidence: 99%

“…Unal & Aydin (2013), investigated the factors affecting brand love. Data were collected from among students of Ataturk University.…”

Section: Previous Researchesmentioning

confidence: 99%

“…When a product or a service is based on the needs and values of consumers, word of mouth will increase (Tuskej et al, 2013). Brand love, brand commitment, and brand image are among the factors that affect word of mouth both directly and indirectly (Tuskej et al, 2011;Unal & Aydin, 2013;Ike-Elechi & Tan, 2009;Albert & Merunka, 2013). Here we investigate the effect of consumer and brand values on the brand image and its relation with brand and word of mouth?…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

Shirkhodaie¹,

Rastgoo-deylami²

2016

JOC

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Many companies have found that for their products to be successful in the market, they must first pay for word of mouth marketing and then utilize other types of ads. Previous studies have not paid enough attention to the value of target consumers. This study evaluates the roles of value congruity, brand love, and brand image in creating a consumer commitment that leads to positive word of mouth. The sample is comprised of makeup consumers in Rasht, Iran. At first, thirty stores were selected in the city center. Then, 384 questionnaires were distributed with sampling available in selected stores. Amos 22 was used to test the conceptual model. The results show that the value congruity of the brand consumer has a positive impact on the brand image and brand commitment. Moreover, brand love and brand commitment have a significant positive impact on positive word of mouth. But the impacts of brand image and brand love on brand commitment are rejected. Also, brand image has a significant positive impact on brand love.

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Section: Brand Imagementioning

confidence: 99%

“…Unal & Aydin (2013), investigated the factors affecting brand love. Data were collected from among students of Ataturk University.…”

Section: Previous Researchesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

Shirkhodaie¹,

Rastgoo-deylami²

2016

JOC

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show abstract

“…Ayrıca, literatürde marka aşkının marka sadakatinin öncüllerinden biri olduğu belirtilmektedir (Bergkvist ve Bech-Larsen, 2010;Roy vd., 2013). Bunun yanı sıra, birçok ampirik çalışmada da marka aşkı ile marka sadakati arasında istatistiksel olarak pozitif yönlü bir ilişki olduğu görülmektedir (Langner vd., 2014;Bergkvist ve BechLarsen, 2010;Batra vd., 2012;Carroll ve Ahuvia, 2006;Ünal ve Aydın, 2013). Bu kapsamda çalışmanın ikinci hipotezi şu şekildedir: H 2 : Marka aşkının marka sadakati üzerinde olumlu bir etkisi vardır.…”

Section: Marka Aşkı Ve Marka Sadakati Arasındaki İlişkiunclassified

Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi

Aşkin¹,

İpek²

2016

eab

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“…Prior study show that brand love is influenced by brand image (Ismael and Spinelli, 2011;Unal and Aydin, 2013), Social Self (Unal and Aydin, 2013), product involvement (Ranjbarian and Kazami, 2013), Self Congruiity (Ranjbarian and Kazami, 2013), sense of community (Rodrigues and Reis, 2013), brand trust (Albert and Merunka, 2013). In the meantime, brand love is also may affect toward word of mouth (Ismael and Spinelli, 2011;Batra et al, 2012;Albert and Merunka, 2013), brand loyalty (Caroll and Ahuvia, 2006;Batra et al, 2012), commitment (Albert and Merunka, 2013;Ranjbarian and Kazami, 2013), willingness to pay premium price (Albert and Merunka, 2013;Rodrigues and Reis, 2013).…”

Section: Brand Lovementioning

confidence: 99%

How to Create Brand Love in Private Label: The Role of Satisfaction as Intervening Variable

Pandowo¹

2016

JMM

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Private brand is a store own brand that sold products only by its store. A store usually sold its brand with lower price than national brand. However, it is still challenging for store brand to compete with national brand in recent days. Most of buyers are likely to choose national brand considering their lack of risk, experience, and time usage. The store marketers need to change the buyer's paradigm from trial to be loyal, from substitute to love the brand. Previous study proved that brand love plays a crucial role to build brand loyalty. This study aims are to provide the antecedents of brand love and to deliver the strategies in changing to love the store brand. This research also contributes fresh understanding consider investigation about brand love in private label is new also. The samples are taken by purposive sample with cross-sectional survey. The respondents are private label buyers who bought more than one product category of store brand and more than single purchase. Data are gathered from 160 respondents who qualified from 180 distributed questioners. The result showed that brand identification, brand experience, and satisfaction have significant relation to brand love. Surprisingly, satisfaction plays as intervening variable from brand identification to brand love

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An Investigation on the Evaluation of the Factors Affecting Brand Love

Cited by 86 publications

References 26 publications

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

Marka Aşkının Marka Deneyimi ile Marka Sadakati Arasındaki İlişkiye Aracılık Etkisi

How to Create Brand Love in Private Label: The Role of Satisfaction as Intervening Variable

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