¿Quién ama a las marcas? Determinantes personales y de consumo

Amor hacia la marca: una perspectiva de relación continua

“…Los estudios realizados hasta el momento sobre el amor hacia la marca enfatizan en la conexión personal e íntima que un consumidor siente hacia la marca. Los investigadores han coincidido en destacar como consecuencias la lealtad y la comunicación boca oído positiva (Albert et al, 2009;Batra et al, 2012); la disposición a pagar un precio mayor (Thompson et al, 2005); una mayor predisposición a perdonar la marca por los posibles fallos que pueda cometer (Batra et al, 2012); la confianza en la marca (Albert et al, 2009); y el compromiso hacia la marca (Esteban et al, 2014). Maxian, Bradley, Wise y Toulouse (2013) señalaron que el amor a la marca existe en un nivel individual, pues las personas son quienes deciden qué marcas comprar, con cuáles sentirse vinculados y hacia cuáles desarrollarán un sentimiento de amor.…”

Positioning Axes of Sustainable Tourist Destinations: The Case of Aragón

“…The methodological approach of qualitative analysis allows one to preserve the original language of the subjects, investigate their definition of the situation, and the vision they have of their own history and the structural conditioning [55]. Therefore, although the focus groups do not allow for obtaining measurable data [56], they have been an appropriate technique since they have made it possible to know and understand, in detail, the opinions, habits, motivations, attitudes, and beliefs about the subject of study.…”

Consumer Expectations of Online Services in the Insurance Industry: An Exploratory Study of Drivers and Outcomes

“…Consumers define their expectations based on different service characteristics and outcomes ( Oliver, 1980 ; Alén and Rodríguez, 2004 ). At the same time, individuals will recommend a product or service: (1) when, based on their use experience, they are able to confirm that the product or service has met their expectations ( Gupta and Harris, 2010 ); or (2) when, despite not having use experience, they have a high degree of trust in the brand or company, and, therefore, in its ability to fulfill its promises with regard to the product or service, based on which they formed their expectations ( Esteban et al, 2014 ).…”

“…In the second case, despite not having experience using the service ( Roy et al, 2013 ; Esteban et al, 2014 ), the customer exhibits a high degree of trust in the brand or organization and, thus, in its ability to fulfill its promises regarding the service on which the customer’s expectations are based ( Esteban et al, 2014 ). In other words, the lack of use experience suggests that it is individuals’ brand expectations that lead them to make the recommendation.…”

“… Wilson et al (2017) found that some individuals develop a strong emotional link with the brand, known as “brand love,” which increases the levels of brand loyalty and positive recommendation. Similarly, Esteban et al (2014) noted that the personal link between consumer and brand has become a strategic issue for companies, as its main consequences include, among other things: brand trust ( Albert and Merunka, 2013 ); willingness to pay a brand premium ( Thomson et al, 2005 ); and willingness to forgive brand failures ( Batra et al, 2012 ).…”