Antecedents and consequences of brand love

Roy, Sanjit Kumar; Eshghi, Abdolreza; Sarkar, Abhigyan

doi:10.1057/bm.2012.24

Cited by 176 publications

(194 citation statements)

References 20 publications

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“…The results provide brand managers with practical information that can be useful in brand strategy development. Given that brands are a collaborative value-creation activity (Merz et al, 2009) and there is a call to focus on building affective relationships (for example, Batra et al, 2012;Loureiro et al, 2012;Roy et al, 2013) in the SD logic paradigm (Vargo and Lusch, 2004), our results would suggest to err on the side of caution. The empirical evidence from this study suggests on focusing brand-building relationship efforts that develop effective utilitarian partnerships, because it is these utilitarian partnership qualities that are likely to lead to purchase consideration, brand equity and increase the firm's bottom line.…”

Section: Practical Implicationsmentioning

confidence: 91%

“…Much of the research into brand relationships centres on understanding the relationship (Aaker and Fournier, 1995;Grossman and Till, 1998;Schultz and Schultz, 2003), or whether the emotional exchange is actually part of the relationship (Veloutsou, 2009), or if consumer values or identification impact the relationship (Tuskej et al, 2013), or if longterm transactions lead to emotional ties (O'Malley and Tynan, 2000). Other areas of emotional brand research focus on brand attachment (for example, Park et al, 2008;Loureiro et al, 2012), brand love (Batra et al, 2012;Roy et al, 2013), positive word of mouth, willingness to pay a premium (Thomson et al, 2005), as well as forgiveness of brand failures (Bauer et al, 2009). Noted here, the love and emotion that a consumer feels for the brand is distinct from the affective relationship that a consumer might experience with a brand.…”

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

“…Thorbjornsen et al (2002), Yoon et al (2008), and Morgan- Thomas and Veloutsou (2013) did similar looking at online CBR, as did Nysveen et al (2005) investigating CBR in the context of mobile devices. Other studies investigate the formation of and the various types of brand relationships (Tuskej et al, 2013), the value of the relationships (Cova and Paranque, 2012), the evolution of brand relationships over time (Aaker et al, 2004), CBR in the broader context of place (Hanna and Rowley, 2011), the impact of brand love on CBR (Albert and Merunka, 2013;Roy et al, 2013), the impact of counterfeits on CBR (Commuri, 2009) and the effects of experience on CBR (Lee and Kang, 2012). However, no known study investigates the effect of CBR on brand consideration.…”

Section: Introductionmentioning

confidence: 99%

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The effects of affective and utilitarian brand relationships on brand consideration

2014

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Most consumer brand relationship research concentrates on understanding the relationship between the consumer and the brand, and very little research investigates the consequences of those relationships. Given the plethora of brands on the market, each competing for the attention of the consumer and the opportunity to build a relationship with the consumer, understanding the effects of consumer-brand relationships (CBR) provides vital information to the brand manager about the types of brand relationships to attract and engage. This study looks at this under-researched area and investigates the effects of CBR on consideration and brand equity in the context of fast food and banking in Hong Kong. The results suggest that utilitarian brand relationships are best as they are likely to increase the chances of the brand being included in the consideration set, increase perceptions of brand uniqueness and a consumer\u27s propensity to pay more. These novel results are surprising given the amount of attention dedicated to affective brand relationships, brand love, and the building of emotional brands and/or brand connections in recent literature. These surprising results may help brand managers develop strategies to limit the number of brands in consideration set or to be first choice when purchasing

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Section: Practical Implicationsmentioning

confidence: 91%

Section: Consumer-brand Relationshipsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The effects of affective and utilitarian brand relationships on brand consideration

2014

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“…A consumer can love a brand (Albert et al, 2008;Batra et al, 2012;Bergkvist & Bech-Larsen, 2010;Carroll & Ahuvia, 2006;Keh et al, 2007;Roy, Eshghi & Sarkar, 2012;Sarkar, 2011;Shimp & Madden, 1988;Thomson et al, 2005). Carroll and Ahuvia (2006) defined brand love as emotional and passionate feelings for any trademark and developed a scale to measure brand love.…”

Section: Critical Review Of Existing Brand Love Literaturementioning

confidence: 99%

Understanding and measuring romantic brand love

Sarkar¹,

Ponnam²,

Murthy³

2012

J. Cust. Behav.

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This research aims to conceptualise and measure consumers' romantic love feelings for brands. In doing so, it conceptualises romantic brand love based on reviewing prior literature on interpersonal and consumptio n emotion. The antecedents and consequences of romantic brand love constructs have been identified. A series of studies developed and validated a two-factor, eight-item measurement scale for romantic brand love using factor analysis and structural equation modelling. Reliability, convergent, discriminant, criterion and nomological validities were established. Romantic brand love is a reliable and valid construct that better explains desirable marketing outcomes. Both academic and practical implications of the romantic brand love construct have been discussed.

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“…As Shimp and Madden (1988, p. 163) state, "The logic of ConsumerObject-relations applies to all classes of relations between consumers and consumption objects -consumers' relations with products, brands, stores, advertisements and so on". Roy, Eshghi & Sarkar (2012) also state that usage satisfaction is not a sufficient predictor of brand love. Brand desire takes place when the individual is engaged in the romantic imagining of several things related to the brand.…”

Section: Theoretical Background Of Consumer-brand Relationshipmentioning

confidence: 99%

Brand desire and brand jealousy: Routes to persuasion

Sarkar¹,

Krishna²,

Rao³

2014

Mark. Rev.

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This article conceptually analyses the nature of an individual's desire for branded consumption objects and experience of jealousy in the context of brand consumption. Based on a review of prior literature, this article conceptually investigates the theoretical structure of brand desire and associated factors, which include brand jealousy. Brand desire is structurally analogous to romantic interpersonal love. Though affective in nature, brand desire is largely derived from rational cognition. Brand desire can lead to desirable marketing outcomes, like motivation to overcome switching obstacles, brand community formation and brand jealousy. The primary contribution of this article is to introduce the concept of brand jealousy to the body of consumer research. Desire follows a cyclical process of elicitation, termination and rebirth. Two alternative consumer response hierarchy models have been developed showing the persuasive roles played by brand desire and jealousy through a step by step process. Discussions have mainly focused on how brand desire can be reinforced through creating brand jealousy. The theoretical and practitioner implications of the brand desirejealousy framework are discussed with the help of a real-life example.

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Antecedents and consequences of brand love

Cited by 176 publications

References 20 publications

The effects of affective and utilitarian brand relationships on brand consideration

The effects of affective and utilitarian brand relationships on brand consideration

Understanding and measuring romantic brand love

Brand desire and brand jealousy: Routes to persuasion

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