Brand Love

Batra, Rajeev; Ahuvia, Aaron; Bagozzi, Richard P.

doi:10.1509/jm.09.0339

Cited by 1,435 publications

(2,102 citation statements)

References 48 publications

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“…(Hollebeek, 2011)In order to develop a relationship with the brand, individuals should have an emotional bond and want to develop two way communication with them (Veloutsou, 2007;Morgan-Thomas and Veloutsou, 2013), as this indicates brand engagement (Hollebeek, 2011), or have emotional and functional connections with the brand (Fetscherin and Heinrich, 2014). Most researchers agree that emotions are components of a relationship and include them in its measurement, including concepts such as immediacy (Aaker et al, 2004), brand attachment (Esch et al, 2006), or even brand love (Carroll and Ahuvia, 2006;Batra et al, 2012;. The two way communication dimension indicates that there is engagement with the brand (Hollebeek, 2011).…”

Section: Brand Relationshipmentioning

confidence: 99%

Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Veloutsou

2015

Journal of Consumer Marketing

217

162

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She has been the Conference Chair and has been a member of the Organising Committee for a number of International Academics Conferences, she has been awarded the Highly Commended Award for her paper published in the European Journal of Marketing in 2005 and she has worked on ESCR sponsored research on consumer Brand Equity. Brand Evaluation, Satisfaction and Trust as Predictors of Brand Loyalty: The MediatorModerator effect of Brand Relationships AbstractPurpose -Research has established that trust, satisfaction and the attitude towards the brand contribute to the development of brand loyalty. However, consumers do not see brands only as transaction facilitators, but as relationship partners. The exploration of the role of brands in the development of bonds with consumers is still limited. This paper examines whether the strength of positive brand relationship can mediate between; trust, satisfaction, attitude towards the brand and loyalty or moderates the link between these variables.Design/methodology/approach -Data were collected from 189 women who are using lipstick in Glasgow Scotland. Respondents were asked to answer a questionnaire having in mind their preferred brand.Findings -The findings revealed that the strength of the consumer brand relationship is a very strong predictor of brand loyalty. They also suggested that brand relationship does not moderate the relationship between brand trust, satisfaction and brand loyalty, but it mediates the link amongst these constructs.Research limitations/implications -One product category was examined. The data were collected from females in a big city with non probabilistic sampling. Most of the respondents were younger consumers, who may have different behavior than older consumers.Practical implications -Managers who want to build loyal consumers need to appreciate the importance of consumer engagement with their brand through positive brand relationships. Therefore, they need to try to develop brand identities and project brand images that will make the brands look as appealing to the consumers as relationship partners.Originality/value -This paper is adding to the limited literature on brand engagement and brand relationships from a quantitative perspective and is contributing in theory building, since there is no clear theoretical view on whether the brand relationship has a direct effect, mediates or moderates the link between these variables.

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Section: Brand Relationshipmentioning

confidence: 99%

Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Veloutsou

2015

Journal of Consumer Marketing

217

162

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“…Empirical insights gleaned in the study of brand love (Batra et al 2012, Fournier 1998Park et al 2010) illustrate the formation of emotional attachment that requires continuous and intensive engagement with brands (Fournier 1998;Park et al, 2010). That engagement often requires market mediation of sorts -for instance, a consumer who loves his Apple iPad opts for other Apple products and services in further cultivating his relationship with his treasured device.…”

Section: Dcos and Consumer Tie-in: Attachment Proprietary Systems Anmentioning

confidence: 99%

Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement

Molesworth¹,

Watkins²,

Denegri‐Knott³

2016

Journal of the Association for Consumer Research

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This paper extends prior critical discussions of digital prosumption by demonstrating that prosumer reliant online business models represent new ways to valorise consumer labour through the creation of multiple realities whereby digital consumption objects are simultaneously enacted as assests by companies, and as possessions by consumers. We argue that this ontological multiplicity means that consumers' 'possession work' no longer serves to separate these objects from the market sphere, as in prior work. This produces a new form of consumer lock-in, or actually ensnarement as it is consumers' own efforts to make objects meaningful that keep them in the market, similar to the psychological attachments seen in 'brand love', but also incorporating aspects of proprietary tie-ins, and access-based market systems. We further consider the implications of such a system. For companies we portray such ensnarement as an attractive, emerging mechanism for ongoing valorization of 'free labour'. Yet we also argue that this presents significant consequences for ensnared consumers who may be subject not only to the ongoing financial exploitation of their possession work, but also restrictions on possession. As a broader contribution we highlight how the examination of multiple, potentially conflicting, ontologies in markets may interact and shape one another.2

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“…Recent reviews show that the self-concept is a key construct that influences consumer brand perceptions (AguirreRodriguez et al 2012;Hosany and Martin 2012). Evidence suggests that the self-concept influences various brand-related outcomes, such as brand loyalty (Mazodier and Merunka 2012;Sirgy et al 2008), brand love (Batra et al 2012;Carroll and Ahuvia 2006) or emotional brand attachment (Malär et al 2011) to name a few.…”

Section: The Self-concept and Consumptionmentioning

confidence: 99%

The self-concept life cycle and brand perceptions: An interdisciplinary perspective

González-Jiménez

2017

AMS Rev

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Consumer research has paid scant attention to the full spectrum of a consumer's self-concept life cycle and its subsequent impact on brand attitude. This article presents a conceptual framework that provides the foundation for future research on how the self-concept, across its full life cycle, impacts brand attitude. The article considers the development of the self-concept from childhood to late adulthood, and integrates findings from various disciplines into a comprehensive framework. The factors in the framework affecting the self-concept are global culture, life events, as well as cognitive and desired age. The article offers six propositions to guide future research and encourage more interdisciplinary work, as well as guiding the application of a broader perspective in terms of the self-concept's full life-span. Moreover, the article also presents methodological and managerial implications on how to use branding approaches that target specific consumer segments according to their self-concepts' life cycle.

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Brand Love

Cited by 1,435 publications

References 48 publications

Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships

Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement

The self-concept life cycle and brand perceptions: An interdisciplinary perspective

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