Consumer Brand Love for Luxury Brands in India

Abstract

To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories.

Understanding the Impact of Fear of Missing Out (FOMO) and Social Validation in Millennial Consumer Buying Behaviour for Luxury Apparel in Pune: An Self-Determination Theory (SDT) Approach

“…They experience happiness, stress relief, and general well-being as a result (Sarma, 2019). (Kostritsa et al, 2020) claims that there is a positive correlation between brand love, brand loyalty and willingness to pay a premium. A stronger relationship is seen for brand loyalty, which is consistent with the views of the literature on the effect of brand love on loyalty (Batra et al, 2012).…”

Is brand addiction important to persuade Islamic consumers in order to repurchase luxury products?

“…Hedonism is another key driver for purchasing luxury products (Sternberg, 1986; Kostritsa et al. , 2020), and it causes addiction behaviors.…”

“Wow! It’s Cool”: How Brand Coolness Affects the Customer Psychological Well-Being Through Brand Love and Brand Engagement

“…However, there is need to explore the mechanism through which this relationship can be understood and to test how characteristics of brands affect consumer emotions and behaviors. On the other side, the S-O-R framework has also been analyzed from different theoretical perspectives such as the triangulation theory of love ( Kumar et al, 2021 ), brand relationship theory ( Junaid et al, 2020 ; Kostritsa et al, 2020 ; Laato et al, 2020 ), and attachment theory ( Koo and Kim, 2013 ; Mostafa and Kasamani, 2020 ). Therefore, understanding the mechanism of brand love using S-O-R, where O is brand love, can be of immense significance, especially when viewed in the background of the fact that the literature has mostly considered brand love as “response” in the S-O-R framework.…”