Reflections on emotional attachment to brands: Brand romance and brand love

Patwardhan, Hemant; Balasubramanian, Siva K.

doi:10.1362/147539213x13645550618560

Cited by 31 publications

(19 citation statements)

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“…It is interesting to observe that the participants of this study, being mostly tenured users of the investigated system, perceived benefits from affective feedback and not from informational feedback that is arguably of a higher utilitarian value. While the technology acceptance theory focuses on utilitarian value of systems (Davis, 1989;Davis et al, 1989) and even recently on some of the hedonic values of systems (Venkatesh and Bala, 2008;Venkatesh and Davis, 2000), it is interesting to investigate if/when the habituation effect takes place with regards to systems and when the novelty effect (e.g., Patwardhan and Balasubramanian et al, 2013) wears off and if habituation has a stronger impact on the continued use of some technologies or designs more than others. The extension of such psychology theory to the information systems field can help in understanding how to vary design so as to minimize or counter the effects of habituation.…”

Section: Contributions To Theorymentioning

confidence: 99%

How motivational feedback increases user’s benefits and continued use: A study on gamification, quantified-self and social networking

Hassan

Dias

Hamari

2019

International Journal of Information Management

149

106

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With the increasing provenance of hedonic and social information systems, systems are observed to employ other forms of feedback and design than purely informational in order to increase user engagement and motivation. Three principle classes of motivational design pursuing user engagement have become increasingly established; gamification, quantified-self and social networking. This study investigates how the perceived prominence of these three design classes in users' use of information system facilitate experiences of affective, informational and social feedback as well as user's perceived benefits from a system and their continued use intentions. We employ survey data (N=167) gathered from users of HeiaHeia; an exercise encouragement system that employs features belonging to the three design classes. The results indicate that gamification is positively associated with experiences of affective feedback, quantified-self with experiences of both affective and informational feedback and social networking with experiences of social feedback. Experiences of affective feedback are further strongly associated with user perceived benefits and continued use intentions, whereas experiences of informational feedback are only associated with continued use intentions. Experiences of social feedback had no significant

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Section: Contributions To Theorymentioning

confidence: 99%

How motivational feedback increases user’s benefits and continued use: A study on gamification, quantified-self and social networking

Hassan

Dias

Hamari

2019

International Journal of Information Management

149

106

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“…The concept of emotional attachment, concerning brands and consumption, and the conviction that developing emotional bonds with brands predicts brand loyalty, or, at best, brand commitment, has attracted several researchers (Thomson et al, 2005;Carroll and Ahuvia, 2006;Albert et al, 2008Albert et al, , 2009Patwardhan and Balasubramanian, 2011;Batra et al, 2012;Hwang and Kandampully, 2012;Patwardhan and Balasubramanian, 2013;Huber et al, 2015) in the past years.…”

Section: Brand Passionmentioning

confidence: 99%

The Impact of Brand Love in Building Brand Loyalty Among Young Consumers

Sousa¹,

Brandão²,

Rodrigues³

2018

GMFC

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In 2013 she graduated from Faculdade de Letras da Universidade do Porto with a Licenciate Degree in Communication Sciences. During her curricular experience, she did an internship in Jornal de Notícias, in the online section of the publication. She also developed some pieces to International and Culture sections. Also, in the same year, she collaborated as a Communication and Marketing Assistant in AP | PORTUGAL-Language Services, a translation company based in Oporto, Portugal. She also collaborated with the International Relations and Information Department (IRID) of the company, responsible for the institutional and business relations with language service companies worldwide. In 2014, she started frequenting the Master in Marketing of Faculdade de Economia da Universidade do Porto, which includes the following Master Dissertation. In 2016, she was selected as one of the finalists representing Faculdade de Economia da Universidade do Porto at L'Oreal Brandstorm Challenge. In the same year, she started an internship in Marketing Direction of Sonae MC. Currently, she is Brand Manager Assistant in the same marketing department representing KASA, Bagga, Contemporal and Seguros Continente brands. She's also responsible for the communication of Sonae's commercial galleries. iii Acknowledgements First, and above all, I would like to express all my thankfulness to my supervisor, Professor Amélia Maria Pinto da Cunha Brandão for all the support, help and advices during this journey which has not been easy all the way. She made sure I was always kept me inner strength and never give up. To my family, in particular to my parents and siblings, for being a stable rock all along the way. They always believed in me and helped me during the most difficult parts of this journey. Thank you for all the right-hug-time. To all my friends, whom I have been neglecting for the past months. Thank you for always believing and supporting me and for being always comprehensive about all the times I couldn't make it to social events. To Eduardo, Helena, Lúcia, Marta, Filipa, Margarida, Joana and Inês a special thank you for all the times they offered to help or just to know how I was doing. Their recognition and support, kept me on track. Last but not least, to Pedro. Thank you for always believing in me even when I didn't. Thank you for the support in the moments of more stress or the times I became so badtempered and blue. Thank you for being suportive about all the things I had to make you miss.

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“…These critical issues provide the pleasure in purchasing products. For consumer preferences in selecting a distribution channel, the sensations of pleasure in online buying can provide a positive thrust (Patwardhan, H. & Balasubramanian, 2013).…”

Section: Introductionmentioning

confidence: 99%

“…In the 21 st century, although the online distribution channel has several inhibiting factors regarding security, privacy, reputation, policy, and trustworthiness, its numerous sensational issues regarding interactivity, spatial conveyance, and flexibility in terms of time, location, and scope have a significant driving effect on consumer preference in selecting the online channel as an effective purchase media (Patwardhan, H. & Balasubramanian, 2013). In 2010, about 85 percent of North American consumers have shown an interest in purchasing products through the online channel (Nielsen, 2010) and this trend is growing all over the world.…”

Section: Introductionmentioning

confidence: 99%

Consumer online purchase behaviour: perception versus expectation

Shareef

Kumar

et al. 2015

IJICBM

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Conceptualizing online customer behavior is very important, as more and more customers are interested in buying products through online. To capture online customer behavior, this study has conducted empirical research in Bangladesh among general online customers who have experience in online buying or have an intention to buy from online boutique websites in Bangladesh. In this regard, the Quality-Purchase Interaction Model that was developed, based on both customer perception and the expectation of buying online from business-to-consumer Electronic-commerce in Bangladesh, was used to capture actual customer behavior or behavioral intention for online purchasing. We conducted path analysis through LISREL to reveal the causal relation between independent and dependent variables. There are some significant differences between online buying behavior and the behavioral intention to buy online, that is between customers who have experience of online buying from a boutique website and those who have the intention to buy online but have not yet gotten an online buying experience.

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Reflections on emotional attachment to brands: Brand romance and brand love

Cited by 31 publications

References 0 publications

How motivational feedback increases user’s benefits and continued use: A study on gamification, quantified-self and social networking

How motivational feedback increases user’s benefits and continued use: A study on gamification, quantified-self and social networking

The Impact of Brand Love in Building Brand Loyalty Among Young Consumers

Consumer online purchase behaviour: perception versus expectation

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