Brand commitment: A new four-dimensional (4 Es) conceptualisation and scale

Shuv-Ami, Avichai

doi:10.1362/147539212x13469450373155

Cited by 22 publications

(17 citation statements)

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“…Consequently, brands need to work harder to gain back consumer commitment together with the feelings and need for brand attachment. As brand commitment represents a series of brand attachments (Keller and Lehmann, 2006;Shuv-Ami, 2012) that has declined because of the social protest movement, marketers should improve the "drives" associated with these attachments. Perceptions of brand performance drive the "evaluation attachment"; brand satisfaction drives the "experiential attachment"; feelings of loyalty toward the brand drives the "emotional attachment"; and brand involvement drives "engagement attachment" (Shuv-Ami, 2012).…”

Section: Discussionmentioning

confidence: 99%

The impact of the social protest on brand commitment

Shuv-Ami

2016

JEC

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Purpose This paper aims to present changes in customer brand commitment and its components in relation to the cellular and financial markets using three sets of data that were collected before, during and after the social protests of the Summer of 2011 in Israel. Design/methodology/approach The four data sets for this study were collected from an internet panel and represent the Hebrew-speaking segment of Israel’s population. The current study examines two markets; cellular provider companies and financial service companies. The surveys were carried out at different points in time which extended from April 2011 to March 2012. The first two surveys were carried out in March 2011 and May 2011, before the outbreak of the protests the Summer of 2011. A third survey was conducted in August 2011 during the protest. The last and the fourth survey was conducted in March 2012 after the wave of protests had died down. Findings The current research shows that as a result of the social protest movement, consumers have changed. They perceive brands as not being as good (perceived performance) as they were before the protest; they are less satisfied with the brands they used previously; and they are less loyal and committed to them. Practical implications The findings of this study signify a major change in marketing and in basic aspects of consumer behavior. Brands have become less important than before the protest. Testing two markets, cellular and financial, this research suggests that the social protest movement reduced the attachment of consumers to brands they most often bought. Originality/value No study has tested the impact over time of the social protest on several consumer behavior variables, including brand loyalty, brand involvement, satisfaction, consumer perceptions of their brands’ performance and brand commitment.

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Section: Discussionmentioning

confidence: 99%

The impact of the social protest on brand commitment

Shuv-Ami

2016

JEC

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“…Furthermore, consumers having high love for a brand reveal its advantages and recommend it to family, friends and relatives (Shuv-Ami, 2012; Bergkvist & Bech-Larsen, 2010; Batra et al, 2012; Carroll & Ahuvia, 2006; Rossiter & Bellman, 2012; Yasin & Shamim, 2013). Brand love also contributes to consumers’ resistance to negative information about brands (Batra et al, 2012).…”

Section: Review Of Literaturementioning

confidence: 99%

Measuring Young Consumers’ Response to Brand Scandals: A Brand Love Perspective

Nagar

Kour

2018

FIIB Business Review

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In the past few years, brand scandals have become increasingly common in the global marketplace, resulting in significantly declining consumer preferences and purchases for the brand implicated in a scandal. However, the nature of brand scandal and brand love has scarcely been explored. The present study experimentally investigates the effect of type of brand scandals on consumers’ attitude and purchase intentions towards a scandalous brand and examines the impact of brand love on consumer responses towards the scandalous brand. Results suggest that consumers having high brand love have positive attitude and purchase likelihood, while the nature of brand scandals and brand love does not influence consumers’ response for the scandalous brand. Furthermore, results of the study indicate that the two-way interaction effects with the types of brand scandals (intrinsic and extrinsic) and brand love (high/low) on consumer’s behavioural intentions are insignificant.

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“…A satisfied consumer is more likely to repurchase the brand and to commit to the relationship with it. (Evanschitzky et al, 2006;Shuv-Ami, 2012;Story and Hess, 2010;Sung and Campbell, 2009;Sung and Choi, 2010). Brand commitment is stronger than customer satisfaction, as satisfaction is backward-looking and commitment is forward-looking (Wolny and Mueller, 2013).…”

Section: Brand Commitment As An Outcomementioning

confidence: 99%