Lovemark effect: analysis of the differences between students and graduates in a love brand study at a public university

Abstract

The purpose of this paper is to consolidate the measurement of a lovemark and unify a set of elements that form a lovemark in university institutions by considering the differences between students and graduates. Based on a review of factors that build a lovemark, brand loyalty relationships were explored. In addition, an empirical study was carried out and applied to a sample of 257 participants at the National University of Colombia (UNAL), one of the most important uni­versities in this country. The results validated the positive effects of brand love, brand experience, and brand involvement on brand loyalty, the determining factor of a university lovemark. This article is one of the first works integrating all the constructs proposed by prior research studies, which, until now, have approached lovemark and brand loyalty separately.

Lovemarks Drivers Effect on Luxury Fashion Brands Emotional Attachment

“…and according to Dos Santos, Rocha, Fernandez, De Padua & Reppold (2018), The most essential emotional trigger is intimacy, as research suggest that emotions influence 90-95% of responder buying decisions. The research conducted by Montoya-Restrepo et al (2020) affirms that the lovemark concept comprises two components, namely love brand and brand respect. Furthermore, the study establishes that brand experience is a crucial element in brand co-creation, covering a third concept that is influenced by three fundamental branding actions: mystery, sensuality, and intimacy.…”

Editorial: Marketing y comportamiento de consumidor durante y en la superación de una pandemia

“…Asimismo, en relación con sectores específicos, afrontar la deserción de estudiantes, favorecer la cobertura educativa y brindarles experiencias positivas de servicio en el marco de una situación tan compleja y cambiante abre la puerta para pensar y aportar sobre el marketing educativo en el ámbito de la pandemia y el posicionamiento de las instituciones de esta índole como marcas (Habib et al, 2021;Montoya-Restrepo et al, 2020). Es así como reconocer en este contexto el marketing en otros sectores de interés y profundamente afectados como el turismo puede llevar a analizar el cómo utilizar el marketing interno para motivar a colaboradores del sector o cómo, a partir de las herramientas de marketing, se pudiera restaurar y promover la confianza de los turistas (Buhalis, 2020;Kluge, 2020;Sharma et al, 2021;Sheldon, 2020).…”