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11 – 20 of over 13000This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory…
Abstract
Purpose
This study aims to propose a conceptual framework for transition of brand trust to brand love in an uncertain market situation, from the perspective of cognitive-emotion theory (CET).
Design/methodology/approach
Since brand anthropomorphism is successfully established in branding research, this study takes cognitive characteristics of brand trust and emotional characteristic of brand love from extant literature to develop a conceptual framework for transformation of brand trust (cognition) into brand love (emotion). This study situates the relationship in the context of market uncertainty due to the COVID-19 pandemic. It focuses in the development of the conceptual framework by taking cognitive components of brand trust and brand behavioural characteristics as moderator, in uncertain market situation.
Findings
Findings suggest that transition of brand trust (cognition) to brand love (emotion) is possible in uncertain situation, and brand behavioural characteristics moderate this relationship. Brand behavioural characteristics are brand innovativeness, brand ethicality, brand empathy, brand expertise and brand agility, which have the potential to further strengthen the relationship in the given situation.
Research limitations/implications
This research proposes a conceptual model and propositions that add a rich understanding to the relationship of brand trust and brand love, which requires empirical testing in any brand category context. Through a richer understanding of conditions and the underlying psychological mechanism, researchers and marketers, brand managers, policymakers and so forth can gain insights that aid strategic decision-making. Trusted brands can leverage on the situation by highlighting unique behavioural characteristics to establish a strong and sustainable long-term relationship.
Originality/value
The current research is an attempt to provide deeper insights from the perspective of CET, into the relationship of brand trust (cognition) and brand love (emotion) by introducing conditions under which a trusted brand becomes a lovable brand in uncertain market situation, thereby adding new knowledge to branding, customer-brand relationship sustainability, in uncertainty literature. The new perspective, that is CET, puts forward a novice view on the advantage of brand love over brand trust that could help in formulating strategic decisions in managing brands in crisis situation.
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The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on…
Abstract
Purpose
The purpose of this study is to provide information that reflects the true state of affairs and to develop a conceptual model that examines the moderating effect of uncertainty on relative brand trust–love.
Design/methodology/approach
Extant empirical studies, conceptual literature and related theories were identified and integrated to develop the conceptual model.
Findings
Findings of the study suggest that relative brand trust–love arises because of different components of uncertainty. Relative brand trust–love exhibited by the customer is moderated by uncertainty at the individual level, brand level and technology level. These uncertainties represent the situation that considers if relative brand trust–love can be enhanced. A few propositions have been suggested for such situations to enhance relative brand trust–love.
Research limitations/implications
This paper proposes a conceptual model and also makes research propositions that need to be validated and confirmed empirically. It adds value to theoretical advancements in strengthening the customer–brand relationship. Furthermore, results suggest that relative brand trust–love can be improved over time if these components can be supported by increasing information at different levels. The conclusions will be informative to practitioners and brand managers in strengthening a brand into the market more effectively. Moreover, it can transform the brand into a global brand and help build sustainable long-term relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love.
Originality/value
The conceptual model, and the propositions related to different levels of uncertainty, and its effect on relative brand trust–love, is a new approach in enhancing relative brand trust–love and hence helpful in strengthening the quality of customer–brand relationships.
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Ahmad Khabib Dwi Anggara, Ririn Tri Ratnasari and Ismah Osman
This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.
Abstract
Purpose
This study aims to determine the influence of store attributes on customer experience, brand love and brand loyalty at Hijup stores.
Design/methodology/approach
This research uses quantitative methods. The technique of determining the sample used is purposive sampling. The sample criteria in this study were consumers who had visited and bought products directly at the Hijup store with a minimum age of 17 years. The amount of data collected is 224 samples. Data was collected by distributing online questionnaires. The data analysis technique used the structural equation modeling operated through the IBM AMOS 26.0 program.
Findings
The results of the study reveal that customer experience is influenced by all dimensions of the store attribute variable including merchandise, communication with staff, store atmosphere and transaction convenience. In addition, this study shows that customer experience also positively affects brand love and brand loyalty. Finally, the analysis shows that brand love positively affects brand loyalty.
Research limitations/implications
The theoretical contribution of this research is the testing of four variables (store attribute, customer experience, brand love and brand loyalty) in the same model in the context of halal fashion, thus helping to broaden insight and understanding of the influence of store attributes on customer experience, brand love and brand loyalty in halal fashion. This research can be a reference for academics to develop further research following this research topic.
Practical implications
This study provides practical implications for managers to increase their efforts in creating good store attributes, to create a positive customer experience that can build customer brand love and brand loyalty.
Social implications
The long-term effect of the company’s success in developing brand love and brand loyalty is that it makes it easier for customers to trust, be satisfied and recommend the brand to others.
Originality/value
In the context of the halal concept, several studies among Muslims in Asia and western countries have yielded important information about consumer behavior toward halal products such as food and tourism. Departing from previous research, this research is to fill the gaps of previous research and get better insights into the customer experience visiting halal fashion stores. Therefore, this study tries to define and validate consumer profiles about halal fashion and identify customer experience, brand loyalty and brand love in the context of halal fashion.
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Kaisa Aro, Kati Suomi and Richard Gyrd-Jones
This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts.
Abstract
Purpose
This study aims to add to the understanding of the interactive nature of brand love by using a multilayer perspective that incorporates individual, group and societal contexts.
Design/methodology/approach
The qualitative empirical study uses abductive reasoning. Its theories and conclusions are grounded in naturally occurring data from an online brand community. The approach revealed new interactive processes of brand love.
Findings
This study extends our understanding of the interactive nature of brand love by adopting a layered perspective incorporating micro- (individual), meso- (in-group), macro- (in-group vs out-group) and mega-layer (societal) social dynamics that complements the predominant focus on individual psychological processes. It challenges the linear, monodirectional trajectory approach to brand love, suggesting that brand love is in constant flux as individuals move across the layers in their identification with the brand.
Research limitations/implications
This study provides data from one destination brand in Finland. Future studies could consider other types of brands and contexts in other countries and cultures.
Practical implications
This study shows brand managers that brand lovers can be divided into subgroups with distinct drivers of their love to which brand managers should attend.
Originality/value
To the best of the authors’ knowledge, this is the first attempt to describe the interactive nature of brand love through interactions between and within four layers of brand love. Furthermore, this study enhances our understanding of the contradictory aspects of brand love.
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Fayez Ahmad and Francisco Guzmán
Negative online consumer reviews represent different forms of injustice. The effect of different types of injustice experienced in a service encounter on a brand is unknown. This…
Abstract
Purpose
Negative online consumer reviews represent different forms of injustice. The effect of different types of injustice experienced in a service encounter on a brand is unknown. This study aims to investigate the effect and cause of different forms of injustice on brand love. It also explores which type of responses are more effective to mitigate their damaging effect.
Design/methodology/approach
One text mining, using SAS enterprise miner, and three experimental studies were conducted. ANOVA and mediation and moderation analyses were conducted to test the hypotheses.
Findings
Negative reviews specific to procedural injustice are more damaging than reviews specific to distributive or interactional injustice experienced in a service encounter. The underlying reason behind this differential effect is that perceived procedural injustice influences consumers more to punish the brand, resulting in a greater negative effect on brand love. To counter the damage, a sympathetic, rather than empathetic, brand response is more effective.
Originality/value
This study contributes to justice theory and brand love literature by providing evidence that procedural injustice triggers the highest level of willingness to punish and thus the lowest level of brand love. Consequently, willingness to punish, rather than emotion, is found to be the underlying reason behind procedural injustice having the strongest negative effect on brand love.
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This study aims to analyze the mediating effect of brand love (BRL) on the relationship between service quality and brand addiction (BRA) among Islamic banks. Past studies have…
Abstract
Purpose
This study aims to analyze the mediating effect of brand love (BRL) on the relationship between service quality and brand addiction (BRA) among Islamic banks. Past studies have noted that customer satisfaction as the primary means of studying customer behaviour needs to be reconsidered because even satisfied customer switch brands, and the dissatisfied customer have repurchasing intentions. Therefore, considering BRL and BRA can be a new way of studying customer behaviour in Islamic banking.
Design/methodology/approach
This study used a structured questionnaire administered to 380 customers of Islamic banks. The study used structural equation modelling and Process Macro test in the analysis.
Findings
The empirical findings of this study suggest that service quality is positively and significantly related to BRL and that BRL positively and significantly relates to BRA. Furthermore, the findings indicate that BRL mediates the relationship between service quality and BRA.
Research limitations/implications
The findings of this study have revealed that the triangular theory of love and expectation-confirmation theory can be combined to explain the relationship between service quality and loving relationships among customers of Islamic banks.
Practical implications
The study provides ways in which service providers can use service qualities to manage BRL and addiction. Based on the positive and significant relationships, managers of Islamic banks can build service qualities that are vital for creating BRL and BRA.
Originality/value
The link between service quality, BRL and BRA is not adequately established, especially in Islamic banking. This is important to be established because studying consumer psychology is currently considered a vital strategy for customer repurchasing and switching barriers in the modern banking business. Furthermore, integrating two theories, the triangular theory of love and expectation-confirmation theory, provide a new way of combining two theoretical aspects from different disciplines.
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Byung Ryul Bae and Sung-Eun Kim
The aim of this study is to examine how brand trust moderates the effect of brand experience on brand loyalty mediated by brand love in the context of Korean smartphone users. The…
Abstract
Purpose
The aim of this study is to examine how brand trust moderates the effect of brand experience on brand loyalty mediated by brand love in the context of Korean smartphone users. The authors examine the relationships focused on Apple iPhone and Samsung Galaxy phone.
Design/methodology/approach
The authors designed the conceptual model based on theoretical and empirical background. The authors collected data using a self-administered structured questionnaire through an online research company. The authors tested the hypotheses using a structural equation modeling in AMOS and PROCESS macro model number 8 based on 598 Korean smartphone users.
Findings
The authors found that brand experiences affect brand love, and brand love affects brand loyalty. The authors found that brand experiences affect brand loyalty directly, and brand love mediated the relationship between brand experiences and brand loyalty. The authors found that brand trust had a moderating effect between brand experiences and brand love but had no moderating effect between brand experiences and brand loyalty. Finally, the authors found that brand trust has a moderated mediation role between brand experiences, brand love and brand loyalty.
Originality/value
This is the first study to examine the moderated mediation role of brand trust in the relationship between brand experiences, brand love and brand loyalty focused on Apple iPhone and Samsung Galaxy phone users in the Korean context.
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Muhammad Junaid, Marc Fetscherin, Khalid Hussain and Fujun Hou
This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending…
Abstract
Purpose
This study aims to investigate the relationship between brand love and brand addiction and their effects on consumers' negative behaviors with respect to excessive spending, trash-talking and the feeling of anxiety.
Design/methodology/approach
A sample of 352 young fashion brand consumers responded to a structured questionnaire. The resulting data were analyzed with structural equation modeling in MPlus.
Findings
While brand love and brand addiction are related concepts, their effects on negative consumer behaviors differ. In the presence of brand addiction as a mediator of brand love, brand addiction has a significant effect on the three negative behaviors, and the authors observe a suppression effect of brand love on the outcome variables, with total effects (direct and indirect) being insignificant.
Research limitations/implications
The main limitation of this study was its single-country cross-sectional convenience sample.
Practical implications
While brand addiction could aid brands by leading consumers to spend excessively on them and trash-talk rival brands, it may also lead to increased consumer anxiety.
Originality/value
To the best of the authors’ knowledge, this is the first study to empirically assess the relationship between brand love and brand addiction and their effects on three distinctive negative consumer behaviors. This shows that brand love is an important antecedent of brand addiction.
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Asif Ali Safeer, Yuanqiong He and Muhammad Abrar
This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the…
Abstract
Purpose
This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.
Design/methodology/approach
This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).
Findings
The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.
Research limitations/implications
This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.
Practical implications
By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.
Originality/value
Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.
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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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