The role of brand love in consumer‐brand relationships

Abstract

PurposeThe purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand commitment).Design/methodology/approachThe conceptual model and associated hypotheses are tested with a sample of 1,505 consumers. Data were analysed through partial least squares structural equation modelling.FindingsThe results demonstrate strong relationships between the two antecedents (trust and identification) and brand love, and between brand love and its consequences (brand commitment, positive word of mouth, and propensity to pay a higher price for the brand).Originality/valueThrough the causal approach and proposed nomological model, the authors discriminate brand love from three important relational constructs (i.e. brand trust, brand identification and brand commitment) and establish the relationships among the constructs. Following recommendations in prior research, the predictive ability of the different relational constructs (trust, identification, commitment and love) are compared and the relevance of brand love for understanding consumer‐brand relationships is demonstrated.

Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

“…In fact, organizations should mind their customers and try to keep their relationship to the brand. Hypothesis 7 (meaningful effect of brand commitment on word of mouth marketing) has been confirmed similar to the researches by Tuskej et al, 2013;Larasati and Hananto, 2012;Albert andMoronka, 2013: Hur, et al,. 2011;Sweeney and Swait 2008;Brown et al, 2005;Dick and Basu, 1994;Motahari Nejad et al,2014;Ebrahimi and Mansori, 2013;Ahmadian, 2013;Dehdashti et al, 2010.…”

“…Brand commitment is a psychological state that shows positive attitude of consumers toward commercial name and the will to have relationship with a product or service (Albert & Merunka, 2013). Kanter believes that brand commitment refers to authorizing the energy and commitment to the social order.…”

“…Albert & Merunka (2013), investigated the effect of brand love on the consumer`s relationship with brand. The results reveal a strong connection between two former factors (brand identity and brand trust) with brand love and three proceeding factors of ( word of mouth, paying high prices, brand commitment) with brand love.…”

“…Figure 1 shows the conceptual model of the research. This model is based on Tuskej et al, (2013), Unal & Aydin (2013), Ike-Elechi &Tan (2009), andAlbert &Moronka (2013). In the first study, Tuskej et al (2013) investigate the relationship between values` congruity, consumers` brand identification, brand commitment, and word of mouth.…”

“…When a product or a service is based on the needs and values of consumers, word of mouth will increase (Tuskej et al, 2013). Brand love, brand commitment, and brand image are among the factors that affect word of mouth both directly and indirectly (Tuskej et al, 2011;Unal & Aydin, 2013;Ike-Elechi & Tan, 2009;Albert & Merunka, 2013). Here we investigate the effect of consumer and brand values on the brand image and its relation with brand and word of mouth?…”