Brand love: Corroborating evidence across four continents

Sajtos, László; Cao, Joanne T.; Espinosa, Jennifer A.; Phau, Ian; Rossi, Patricia; Sung, Billy; Voyer, Benjamin G.

doi:10.1016/j.jbusres.2020.02.040

Cited by 28 publications

(26 citation statements)

References 41 publications

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“…Nonetheless, regardless of the criticism, love is a psychological process that can happen toward societies, concepts, events, and objects (Ahuvia, 2005;Aro et al, 2018). Moreover, there seems to be an agreement that the concept of brand love integrates consumer's passion and affection toward and their association with their loved brands (Batra et al, 2012;Sajtos et al, 2020). In this study, the concept of brand love is conceptualized as a unidimensional construct based on Carroll and Ahuvia's (2006) definition.…”

Section: Brand Lovementioning

confidence: 94%

“…(Albert et al, 2008). However, the brand love construct suffers from a misunderstanding of its clear conceptual structure, leading to inconsistencies with its definition and dimensionality (Albert & Merunka, 2013;Sajtos et al, 2020). For instance, Bergkvist and Bech-Larsen (2010) highlighted brand love and interpersonal love as two distinct constructs, where brand love is unidirectional and interpersonal love is bi-directional.…”

Section: Brand Lovementioning

confidence: 99%

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Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Ali

Doğan

Amin

et al. 2021

The Service Industries Journal

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Section: Brand Lovementioning

confidence: 94%

Section: Brand Lovementioning

confidence: 99%

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Ali

Doğan

Amin

et al. 2021

The Service Industries Journal

View full text Add to dashboard Cite

“…We surveyed 222 business students at a large university. Student samples are common in brand love research, for two reasons Gumparthi and Patra 2019;Sajtos et al 2020). First, students are convenient to acquire and willing to participate simply in exchange for course credits.…”

Section: Samplementioning

confidence: 99%

“…Empirical studies thus show that brand love results in positive outcomes, such as brand loyalty and willingness to pay a price premium (Albert and Merunka 2013;Rossiter 2012). Considering the ways in which these outcomes promise to enhance the performance and economic value of companies (Rossiter 2012), it is unsurprising that the brand love phenomenon attracts substantial interest from practitioners (Roberts 2004) and appears in a growing stream of research (Albert and Merunka 2013;Heinrich et al 2012;Sajtos et al 2020;Tsai 2013). Yet several important questions remained unaddressed.…”

Section: Introductionmentioning

confidence: 99%

Brand love: conceptual and empirical investigation of a holistic causal model

2021

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Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.

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“…Brand love has become central to contemporary marketing theory and practice (Bagozzi et al , 2017; Barker et al , 2015; Roberts, 2004; Sajtos et al , 2021; Schmid and Huber, 2019). In academia, researchers are showing an increasing interest in investigating its causes and consequences (see, e.g.…”

Section: Introductionmentioning

confidence: 99%

Is one good enough? Gauging brand love using a visual single-item measure

Moussa¹

2021

JCMARS

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PurposeThough brand love is recognized as being an important marketing topic both for theory and practice, a gap still exists with regard to its operationalization. To bridge this gap, this paper proposes a single-item measure (SIM) that uses a visual rating scale (i.e., a rating scale combining verbal with nonverbal contents).Design/methodology/approachThree studies covering over 700 respondents and examining three international brands over three product categories were conducted to test the new measure.FindingsFindings provide consistent evidence for the reliability and validity of the proposed measure. They also demonstrate that brand love, as gauged by the new SIM, is good in predicting positive word of mouth, willingness to pay a higher price, and willingness to forgive brand mishaps.Research limitations/implicationsThe paper focuses on brand love mainly from a measurement perspective.Practical implicationsThis paper provides a practical and parsimonious tool to measure brand love.Originality/valueExtant SIMs of brand love are less than ordinal, content invalid, of unknown reliability, and of untested concurrent validity. This paper provides academics and practitioners alike with a SIM of brand love that is ordinal, content valid, and tested in terms of reliability and concurrent validity.

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Brand love: Corroborating evidence across four continents

Cited by 28 publications

References 41 publications

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

Brand love: conceptual and empirical investigation of a holistic causal model

Is one good enough? Gauging brand love using a visual single-item measure

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