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Article
Publication date: 8 November 2021

Mauricio Santos and Walesska Schlesinger

This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.

Abstract

Purpose

This paper aims to test the effects of brand experience and brand love on brand loyalty and willingness to pay a premium price in streaming television services.

Design/methodology/approach

Structural equation modelling was used to assess the proposed theoretical model drawing on data from 220 subscribers of a well-known TV streaming brand services (Netflix).

Findings

The results revealed that brand experience and brand love have a significant direct impact on brand loyalty and willingness to pay a premium price in streaming TV services. Also, the impact brand experience has on brand loyalty and on willingness to pay a premium price is partially mediated by brand love.

Practical implications

In the streaming television industry, brand managers can create more meaningful experiences that create strong and emotional bonds with users, thereby increasing loyalty levels and intention to pay a premium price. Also, brand managers should consider focusing their efforts to young consumers, as they have a stronger attachment to technology than older generational groups.

Originality/value

This paper enriches the existing literature on brand experience in the entertainment television industry and provides evidence of the role of experience and brand love on brand loyalty and willingness to pay a premium price in services.

Propósito

Este estudio prueba el efecto que tiene la experiencia de marca y el amor a la marca en la lealtad a la marca y la disposición a pagar un precio más elevado en las plataformas de servicios de streaming.

Diseño/metodología/enfoque

Un modelo de ecuaciones estructurales (SEM) ha sido utilizado para contrastar el modelo teórico propuesto basándose en datos de 220 suscriptores de una conocida marca de servicios de streaming (Netflix).

Hallazgos

Los resultados revelan que la experiencia de marca y el amor a la marca tienen un impacto significativo y directo en la lealtad a la marca y la disposición a pagar un precio más elevado en el contexto de televisión por streaming. También, el impacto que tiene la experiencia de marca en la lealtad a la marca y en la disposición para pagar un precio más elevado es parcialmente mediado por el amor a la marca.

Implicaciones prácticas

En el contexto de la industria de entretenimiento (televisión por streaming), los gerentes de marca pueden diseñar significativas experiencias que sean capaces de crear fuertes lazos emocionales con sus usuarios, incrementando sus niveles de lealtad y disposición a pagar más. Además, los gerentes de marca deben considerar enfocarse al segmento de consumidores jóvenes, pues ellos tienen más apego a la tecnología que las personas mayores.

Originalidad/valor

Este estudio enriquece la literatura existente sobre experiencia de marca en el sector del entretenimiento televisivo aportando evidencia del rol de la experiencia y del amor hacia la marca en la lealtad y la disposición a pagar un precio elevado.

目的:

本研究检验了品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿的影响。

设计/方法/途径:

结构方程模型(SEM)被用来评估本文所提出的理论模型, 该模型的数据来自于一个知名电视流媒体品牌服务方(Netflix)的220名订阅用户。

结果:

本文的结果显示, 品牌体验和品牌喜爱对流媒体电视服务的品牌忠诚度和高价支付意愿有显著的直接影响。同时, 部分品牌体验对品牌忠诚度和高价支付意愿的影响会被品牌喜爱所调节。

实践意义:

在流媒体电视行业中, 品牌经理可以创造更多有意义的体验, 与用户建立强大的情感联系, 从而提高忠诚度和高价支付意愿。同时, 品牌经理应该考虑将他们的工作重点放在年轻消费者身上, 因为他们比老一辈群体对科技有更强的依恋。

原创性/价值:

本文丰富了关于娱乐电视行业品牌体验的现有文献, 并提供证据证明了体验和品牌喜爱对品牌忠诚度和高价支付意愿的作用。

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Article
Publication date: 31 August 2021

Ammar Javed and Zia Khan

This study investigates the mediating role of brand love in two important relationships: first, corporate social responsibility (CSR)–word-of-mouth (WoM) intentions and…

Abstract

Purpose

This study investigates the mediating role of brand love in two important relationships: first, corporate social responsibility (CSR)–word-of-mouth (WoM) intentions and second, corporate ability (CA)–WoM relationships.

Design/methodology/approach

Data were collected with a sample of 359 respondents, and partial least squares-based structural equation modeling was utilized for data analysis.

Findings

The research reveals interesting findings as brand love fully mediates the CSR–WoM relationship, whilst it partially mediates the CA–WoM relationship.

Practical implications

The results demonstrate that cellular service firms should strive to create brand love. This is because CSR investments can be diligently translated into WoM intentions through brand love.

Originality/value

The proposal and validation of brand love as a mediator in CSR–WoM and CA–WoM relationships in the cellular service context of a South Asian market is the key contribution of this research.

Details

South Asian Journal of Business Studies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2398-628X

Keywords

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Article
Publication date: 26 August 2021

Reza Salehzadeh, Maryam Sayedan, Seyed Mehdi Mirmehdi and Parisa Heidari Aqagoli

Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue…

Abstract

Purpose

Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers.

Design/methodology/approach

In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses.

Findings

The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love.

Practical implications

Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran.

Originality/value

This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Content available
Article
Publication date: 28 August 2021

Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi and Miguel Ángel Zúñiga

In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the…

Abstract

Purpose

In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects.

Design/methodology/approach

Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study.

Findings

Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model.

Practical implications

From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships.

Originality/value

This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

Objetivo

En este trabajo, dos estudios examinan los efectos de los anuncios dirigidos a los hispanos en tres relaciones entre el consumidor y la marca (el amor por la marca, el apego a la marca y la actitud hacia la marca) y sus resultados conductuales. Además, examinamos cómo la implicación del producto modera estos efectos.

Diseño

El Estudio 1 demuestra los vínculos entre tres relaciones consumidor-marca (el amor a la marca, el apego a la marca y la actitud hacia la marca) y sus antecedentes. En el Estudio 2, al comprobar la red nomológica de los antecedentes y las consecuencias del amor a la marca, ampliamos los resultados del estudio anterior.

Resultados

El Estudio 1 aporta pruebas de que la publicidad étnica es la que más influye en el amor a la marca, en comparación con otros constructos alternativos de relación entre los consumidores y la marca. En el Estudio 2, los resultados muestran que sólo en el caso de los productos de baja implicación, la similitud percibida de los clientes con los modelos hispanos en los anuncios podría conducir a una mayor actitud positiva hacia el anuncio. Sin embargo, en la condición de alta implicación, la similitud percibida no medió en la relación entre esos constructos, lo que está en consonancia con el Elaboration Likelihood Model.

Implicaciones practices

Desde el punto de vista práctico y de gestión, este trabajo propone que los gestores se centren en los anuncios con señales étnicas, especialmente para los productos de baja implicación. Por lo tanto, valdría la pena que las empresas tuvieran en cuenta los anuncios con señales étnicas para desarrollar eficazmente relaciones más estrechas entre el consumidor y la marca.

Originalidad/valor

Este trabajo investiga los efectos de los anuncios dirigidos en las relaciones profundas (i.e., el amor a la marca) y sus consecuencias conductuales. Por lo tanto, mostramos cómo los anuncios dirigidos a los hispanos podrían conducir a relaciones profundas entre el consumidor y la marca que abarcan tanto la mente como el corazón de los clientes.

目的

本文的两项研究考察了以西班牙裔为目标的广告对三种消费者-品牌关系(即品牌喜爱、品牌依恋和对品牌的态度)及其行为结果的影响。此外, 我们还研究了产品参与是如何调节这些影响的。

设计

研究1展示了三种消费者-品牌关系(即品牌喜爱、品牌依恋和对品牌的态度)与其前因之间的联系。另外, 通过在研究2中测试品牌热爱前因后果的法理网络, 我们扩展了之前研究的结果。

研究结果

研究1提供的证据表明, 民族广告对品牌喜爱的影响强于其他的消费者品牌关系建构。研究2的结果显示, 与西班牙裔模特的相似性只有在低介入产品中被感知, 才会让顾客产生对广告的更高积极态度。然而, 在高介入条件下, 感知相似性并没有调解这些建构之间的关系, 这与细化可能性模型是一致的。

实际意义

从实践和管理的角度来看, 本文建议管理者应该把注意力集中在有民族线索的广告上, 尤其是低介入产品。因此, 为了有效地发展深层次的消费者-品牌关系, 企业考虑带有民族线索的广告是值得的。

原创性

本文研究了目标广告对深层关系(如品牌喜爱)的影响及及其行为后果。因此, 我们展示了以西班牙裔为目标的广告是如何能够导致一个深层次, 顾客思想与心灵上的消费者-品牌深层关系。

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Article
Publication date: 9 August 2021

Saalem Sadeque, Mohammad Shahidul Hasan Swapan, Sanjit K. Roy and MD Ashikuzzaman

This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident…

Abstract

Purpose

This study aims to investigate how city dependence and city social bonding determine city brand love. In addition, the study examines whether there are different resident segments that exhibit distinct behaviour in relation to city brand formation.

Design/methodology/approach

The study is based on primary responses collected from 595 residents from Khulna city in Bangladesh. The research model is tested using partial least square (PLS) structural equation modelling. The resident segments were identified using PLS prediction-oriented segmentation method.

Findings

Results show that city dependence (i.e. dependence on urban facilities and services provided by the city) and city social bonding (i.e. social interactions amongst residents in the city) lead to city brand love through city satisfaction and city identification. In addition, the study finds that city social bonding and city satisfaction are important for the relationship-reliant residents, whereas city dependence and city identification are important for the resource-reliant residents.

Research limitations/implications

Future research can investigate the relationship between the length of residence and native vs non-native residents’ influence on city brand love formation.

Practical implications

The city brand managers and planners should adopt a resident-inclusive approach that considers the different needs of the residents to engender city brand love.

Originality/value

The study contributes to city branding literature by empirically investigating the under-researched topic of city brand love by identifying the key constructs and their role in determining city brand love. Further, it shows that the route to city brand love formation is different based on residents’ needs.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 14 May 2021

Salim Moussa

Though brand love is recognized as being an important marketing topic both for theory and practice, a gap still exists with regard to its operationalization. To bridge…

Abstract

Purpose

Though brand love is recognized as being an important marketing topic both for theory and practice, a gap still exists with regard to its operationalization. To bridge this gap, this paper proposes a single-item measure (SIM) that uses a visual rating scale (i.e., a rating scale combining verbal with nonverbal contents).

Design/methodology/approach

Three studies covering over 700 respondents and examining three international brands over three product categories were conducted to test the new measure.

Findings

Findings provide consistent evidence for the reliability and validity of the proposed measure. They also demonstrate that brand love, as gauged by the new SIM, is good in predicting positive word of mouth, willingness to pay a higher price, and willingness to forgive brand mishaps.

Research limitations/implications

The paper focuses on brand love mainly from a measurement perspective.

Practical implications

This paper provides a practical and parsimonious tool to measure brand love.

Originality/value

Extant SIMs of brand love are less than ordinal, content invalid, of unknown reliability, and of untested concurrent validity. This paper provides academics and practitioners alike with a SIM of brand love that is ordinal, content valid, and tested in terms of reliability and concurrent validity.

Details

Journal of Contemporary Marketing Science, vol. 4 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

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Article
Publication date: 20 May 2021

Davood Ghorbanzadeh

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature…

Abstract

Purpose

Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.

Design/methodology/approach

A total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.

Findings

The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.

Research limitations/implications

Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.

Practical implications

The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.

Originality/value

The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty.; is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 3
Type: Research Article
ISSN: 1757-4323

Keywords

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Article
Publication date: 15 June 2021

Elaine Wallace, Pedro Torres, Mário Augusto and Maryana Stefuryn

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand

Abstract

Purpose

Drawing on consumer brand relationship theory, this study aims to investigate online brand engagement, brand trust and consumer brand identification as antecedents of brand love, amongst Generation Y and Z consumers. It explores the role of brand love in predicting consumers’ intention to co-create value and willingness to pay a premium price for the brand, for brands followed on social media.

Design/methodology/approach

Data from a study of 332 followers of brands on social media were analysed using structural equation modelling.

Findings

Results highlight the role of brand love in mediating the relationship between antecedents online brand engagement and consumer brand identification on intention to co-create value and willingness to pay a premium price. Consumers who trust the brand are more likely to intend to co-create value and are more willing to pay a price premium and these relationships are enhanced when the brand is loved.

Practical implications

Findings provide guidance for managers seeking to build brand friendship relationships with young consumers through social media. Results caution against a form of “superficial” friendship where the consumer may interact and co-create value online, yet fail to value the brand, evidenced through a willingness to pay a premium price.

Originality/value

The research identifies the critical role of brand love in fostering relationships with brands that young consumers follow on social media. The study reveals that neither online brand engagement nor consumer brand identification will result in co-creation of value or willingness to pay a premium price unless the consumer experiences brand love.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 19 January 2021

Minh T.H. Le

The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the…

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Abstract

Purpose

The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking.

Design/methodology/approach

Data were collected via an online survey, which yielded 218 responses. Structural equation modeling was used to predict the research model.

Findings

The findings indicate that both SE and SNI mediate the relationship between brand love and brand loyalty. Additionally, consumers love the focal brands positively relates to SE and SNI. In return, SE and SNI lead to brand loyalty. The tight relationship of SE and SNI affects the connection between brand love and brand loyalty.

Research limitations/implications

The data has been collected in Vietnam, which creates a limitation regarding the study’s cross-cultural nature and the economic context. Thus, the study should be conducted in different cultures and economies (both developing and developed countries) to enhance the generalizability in consumer-brand relationships.

Practical implications

Brand managers should conduct more advertising in brand communities to enhance the influence of SNI and emphasize unique features of the brands, to attract consumers through the overlap of SE.

Social implications

The findings can contribute to enhancing unique brand identity and self-motivation will increase consumer loyalty, increasing the revenue of a specific brand. Moreover, as acceptable peers contribute to making purchase decisions, boosting the brand community will maintain current consumers and attract additional potential consumers from the current consumer relationships.

Originality/value

This study contributes to consumer psychology by indicating both SNI and SE as the mediators in the relationship between brand love and brand loyalty and how the consumer-brand relationship can be enabled.

Propósito

El propósito de este trabajo es triple. En primer lugar, pretende aclarar el papel moderador de la autoestima (SE) y la susceptibilidad a la influencia normativa (SNI) en la relación entre el amor y la lealtad a la marca. En segundo lugar, el estudio propone modelar el papel mediador del amor a la marca y esbozar cómo la autoestima y la SNI afectan a la relación consumidor-marca. Por último, el estudio explora los factores que afectan a la relación entre el amor a la marca y la lealtad a la misma, ya que aún no existe literatura al respecto.

Diseño/metodología/enfoque

Los datos se recogieron mediante una encuesta en línea, que arrojó 218 respuestas. Se utilizó el modelo de ecuaciones estructurales (SEM) para predecir el modelo de investigación.

Hallazgos

Los hallazgos indican que tanto la autoestima como la SNI median la relación entre el amor y la lealtad a la marca. Además, el amor de los consumidores por las marcas focales se relaciona positivamente con la autoestima y la SNI. En cambio, la autoestima y la SNI conducen a la lealtad a la marca. La estrecha relación de la autoestima y la SNI afecta la conexión entre el amor a la marca y la lealtad a la misma.

Limitaciones de la investigación

Los datos se han recogido en Vietnam, lo que crea una limitación en cuanto a la naturaleza transcultural del estudio y el contexto económico. Así pues, el estudio debería realizarse en diferentes culturas y economías (tanto de países en desarrollo como desarrollados) para aumentar la posibilidad de generalización en las relaciones entre consumidores y marcas.

Implicaciones prácticas

Los gerentes de marca deberían hacer más publicidad en las comunidades de marcas para aumentar la influencia de la SNI y hacer hincapié en las características singulares de las marcas, a fin de atraer a los consumidores mediante la superposición de la autoestima.

Implicaciones sociales

Las conclusiones pueden contribuir a mejorar la identidad de una marca única, y la automotivación aumentará la lealtad de los consumidores, incrementando los ingresos de una marca específica. Además, como los pares aceptables contribuyen a la toma de decisiones de compra, el impulso de la comunidad de marcas mantendrá a los consumidores actuales y atraerá a otros consumidores potenciales de las relaciones de consumo actuales.

Originalidad/valor

Este estudio contribuye a la psicología del consumidor al indicar que tanto la SNI como la autoestima son los mediadores en la relación entre el amor y la lealtad a la marca y la forma en que se puede habilitar la relación consumidor-marca.

研究目的

摘要

本文有三方面的研究目的。第一,明确自尊(SE)和易受规范影响(SNI)在品牌喜爱与品牌忠诚关系中的调节作用。第二,建立品牌喜爱的中介作用模型,并概述SE和SNI如何影响消费者与品牌的关系。最后,探讨品牌喜爱对品牌忠诚度的影响:自尊和社会影响因素的调节作用,目前有关这方面的文献还比较缺乏。

研究方法

通过在线调查收集数据,共收到218份答复。采用结构方程模型进行预测研究模型。

研究结果

研究结果表明,自尊和易受规范影响都对品牌喜爱和品牌忠诚度之间的关系起到了调节作用。此外,消费者对焦点品牌的喜爱与自尊和易受规范影响具有正相关关系。反过来,自尊和易受规范影响又会导致品牌忠诚。自尊和易受规范影响的紧密关系影响了品牌喜爱和品牌忠诚之间的联系。

研究局限性

由于本次研究数据是在越南收集的,造成了研究的跨文化性质和经济背景的局限性。因此,未来的研究可以在不同的文化和经济体(包括发展中国家和发达国家)进行,以提高关于消费者与品牌关系结论的普遍性。

实际意义

品牌管理者可以在品牌社区中增强广告宣传,提高易受规范影响的影响力,同时强调品牌的独特性,与自尊因素相结合来吸引消费者。

社会意义

本文研究结果有助于增强独特的品牌识别和自我激励,提高消费者的忠诚度,增加特定品牌的收入。此外,由于合适的同伴有助于消费者做出购买决策,提升品牌社区可以维持现有消费者,并通过现有消费者关系吸引更多的潜在消费者。

研究价值

本研究提出了自尊和易受规范影响是品牌喜爱和品牌忠诚关系的调节变量,并且进一步阐释了它们如何促成消费者与品牌的关系,从而为消费者心理学做出了贡献。

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Article
Publication date: 18 December 2020

Aaron Ahuvia, Philipp A. Rauschnabel and Aric Rindfleisch

This paper aims to explore the relationship between brand love and materialism.

Abstract

Purpose

This paper aims to explore the relationship between brand love and materialism.

Design/methodology/approach

This research uses two survey studies that the love of money. In combination, these two studies include over 1,000 participants.

Findings

Materialism does not just make consumers more likely to love brands, it also alters the way they relate to brands. Specifically, brand love is associated with loving brands that one currently owns rather than wishing for brands that one cannot afford and vice-versa for materialism. Brand love is also more strongly related to the centrality and success dimensions of materialism than to its happiness dimension. Materialism is not just associated with loving brands; it is also strongly associated with loving money. Finally, there has been an active debate over whether brand love is applicable to a wide variety of brands or just a select few. This research finds that an extremely wide variety of brands are loved by consumers.

Research limitations/implications

The findings are limited by the cross-sectional nature of the survey approach, the use of a student sample and a MTurk sample and by a set of solely US participants.

Practical implications

This research explores the distinction between a brand love-based marketing strategy and a materialism-based strategy. A brand love-based strategy leverages positive emotional connections that consumers have with past purchases of a brand, whereas a materialism-based strategy seeks to make a brand an aspirational high-end purchase. Based on the research results, the authors make the case for a brand love-based strategy. In addition, this research partly challenges, yet also partly supports, the common view among marketing practitioners that brand love is only applicable to a few brands. On the one hand, this research finds that consumers love an extremely wide variety of brands. On the other hand, only a few brands have been successful in building brand love across a large group of consumers. Thus, brand love appears to be a more widely applicable strategy than sometimes thought yet also a very challenging strategy to get right.

Social implications

This research supports prior findings which suggest that the negative outcomes of materialism (e.g. unhappiness) are mostly associated with its happiness dimension (i.e. “I would be happier if I had more money”). In contrast, the findings also suggest that brand love is more weakly associated with its happiness dimension than its centrality and success dimensions. Thus, brand love may be a positive (or at least not a negative) expression of materialism.

Originality/value

To the best of the authors’ knowledge, this is the first empirical examination of the relationship between brand love and materialism and finds that although these two constructs are correlated, they are empirically distinct. This research is also the first to test the relationship between materialism and love for status brands and finds that materialistic individuals display greater love for these types of brands. This research also introduces the construct of “brand love tendency” which is defined as a consumer’s overall tendency to love brands. Finally, this research is also the first to relate the love of money to both materialism and brand love.

Details

Journal of Product & Brand Management, vol. 30 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

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