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Fostering brand love in Facebook brand pages

Mariola Palazon (Department of Marketing, School of Business and Economics, University of Murcia, Murcia, Spain)
Elena Delgado-Ballester (Department of Marketing, School of Business and Economics, University of Murcia, Murcia, Spain)
Maria Sicilia (Department of Marketing, School of Business and Economics, University of Murcia, Murcia, Spain)

Online Information Review

ISSN: 1468-4527

Article publication date: 3 December 2018

Issue publication date: 3 September 2019

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786

Abstract

Purpose

The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection).

Design/methodology/approach

Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company.

Findings

Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity.

Research limitations/implications

A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences.

Practical implications

The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love.

Originality/value

The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

Keywords

Acknowledgements

The authors thank the editor and the two reviewers for their helpful comments. This research was supported by the grant ECO2017-83999-R from the Spanish Agencia Estatal de Investigación (AEI) and the European Regional Development Fund (ERDF).

Citation

Palazon, M., Delgado-Ballester, E. and Sicilia, M. (2019), "Fostering brand love in Facebook brand pages", Online Information Review, Vol. 43 No. 5, pp. 710-727. https://doi.org/10.1108/OIR-05-2017-0175

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited