Falling in love with brands: a dynamic analysis of the trajectories of brand love

Langner, Tobias; Bruns, Daniel; Fischer, Alexander; Rossiter, John R.

doi:10.1007/s11002-014-9283-4

Cited by 130 publications

(147 citation statements)

References 31 publications

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“…Carroll and Ahuvia (2006, p. 81) defined BL as "the degree of passionate emotional attachment a satisfied consumer has for a particular trade name." BL can lead to critical consumer responses that have key outcomes for firms (Batra, Ahuvia, & Bagozzi, 2012), and is considered to be a relationship between consumers and their brands that involves a long-lasting, deep affection for the brand (Langner et al, 2016). BL is usually regarded as qualitatively distinct from liking and as a more intense affective response (Carroll & Ahuvia, 2006), but it is still related to liking (Sternberg, 1987).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…Considering the offline context, Algesheimer et al (2005) stated that participation in a brand community increases members' affection for the brand. Other authors have also argued that favorable brand experiences over time, outside social media, lead to the development and maintenance of BL (Langner et al, 2016;Roy et al, 2013), and that non-controlled brand communications are positively related to BL (Roy et al, 2013). Regarding the online context, Hudson, Huang, Roth, and Madden (2016) stated that consumers who engage with their favorite brands using social media have stronger relationships with those brands compared with consumers who do not interact with their favorite brands using social media.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

“…BL has been the topic of several recent studies (e.g. Albert & Merunka, 2013;Bergkvist & Bech-Larsen, 2010;Carroll & Ahuvia, 2006;Langner, Bruns, Fischer, & Rossiter, 2016;Loureiro, Ruediger, & Demetris, 2012), and is emerging as a strategic construct in brand management (Kohli, Melewar, & Yen, 2014). Moreover, in social media platforms BL is significantly stimulated as a reflection of consumers' emotional responses to the brand (e.g., through the "like" button on Facebook or the "heart" icon on Instagram), and is regarded as a critical intermediate outcome of brand strategies (Vernuccio, Pagani, Barbarossa, & Pastore, 2015).…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Machado

Carvalho

Azar

et al. 2019

Journal of Business Research

164

146

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Keywords:Brand gender Consumer-based brand equity Facebook Consumer-brand engagement Brand love A B S T R A C TBrand gender has been suggested as a relevant source of consumer-based brand equity (CBBE). The purpose of this paper is to deepen understanding of the relationship between brand gender and CBBE by analyzing the mediating role of consumer-brand engagement (CBE) and brand love (BL) on this relationship. This research was conducted on Facebook, the dominant global social media platform. The hypotheses were tested using structural equation modeling. Results support 6 of the 9 hypotheses, with a significant relationship between analyzed constructs. This study advances prior work by showing that brand gender has an indirect and relevant impact on CBBE through BL and CBE. Therefore, this research confirms the advantages of clear gender positioning and extends prior research by suggesting that brands with a strong gender identity will encourage BL and CBE.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Machado

Carvalho

Azar

et al. 2019

Journal of Business Research

164

146

View full text Add to dashboard Cite

show abstract

“…This, however, does not show the trajectory of a brand, which is more relevant to measure, rather than observing its state at a given time [25]. Only then can we understand the movements in brand perception and the factors influencing those movements.…”

Section: Perception Bandsmentioning

confidence: 98%

DERIV: distributed brand perception tracking framework

Shukla¹,

Santos

Fong³

et al. 2017

J Big Data

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“…Penelitian yang dilakukan oleh Langner, Bruns, Fischer, & Rossiter (2016) meneliti tentang identifikasi merek dan citra merek dalam konteks komunitas pengendara motor, penelitian mereka menyebutkan bahwa kedua variabel ini berperan penting dalam memperkuat hubungan antara konsumen dengan merek tertentu (brand relationship), rasa cinta merupakan salah satu faktor utama dari timbulnya hubungan antar konsumen dan merek (Fournier, 1998 Pengambilan data menggunakan kuesioner daring dengan menggunakan bantuan GoogleForms. Pernyataan dalam kuesioner dinilai dengan menggunakan skala likert dengan 5 pilihan jawaban, di mana skor 1 adalah Sangat Tidak Setuju dan skor 5 adalah Sangat Setuju.…”

Section: Citra Merkunclassified

Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek

Hendrasto¹

2017

Jurnal Ekonomi Modernisasi

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This research aims to synthesize two major antacedents of brand love, which are brand identification and brand image. Research is conducted using multiple regression analysis, whereas data collection is conducted using online questionnaire. The sample of this research is community members of a prominent video games franchise, The Elder Scrolls series. The empirical result shows that both variables not only influence brand love partially, but also simultaneously. Thus, practitioners who aim to improve the consumer-brand relationship should develop their marketing strategy around a strong brand image and a solid brand identification.Keywords: Brand love; Brand Identification; Brand Image Abstrak Penelitian ini bertujuan memadukan dua faktor yang mempengaruhi cinta kepada merek, yaitu identifikasi merek dan citra merek. Penelitian dilakukan dengan menggunakan analisis regresi berganda, dan pengumpulan data dilakukan menggunakan bantuan kuesioner secara daring. Sampel penelitian ini adalah anggota komunitas dari franchise video game, The Elder Scrolls. Hasil penelitian empiris menunjukkan bahwa kedua variabel, identifikasi merek dan citra merek, tidak hanya mempengaruhi cinta kepada merek secara parsial, namun juga secara simultan. Oleh karena itu, peneliti yang hendak meningkatkan hubungan antar konsumen dengan merek dapat mendesain strategi pemasaran dengan membangun citra merek yang kuat dan identifikasi merek yang solid.

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Falling in love with brands: a dynamic analysis of the trajectories of brand love

Cited by 130 publications

References 31 publications

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

DERIV: distributed brand perception tracking framework

Peran Identifikasi Merek dan Citra Merek dalam Mempengaruhi Cinta kepada Merek

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