Search results

1 – 10 of 101
Content available
Article
Publication date: 13 November 2018

Apostolos Giovanis and Pinelopi Athanasopoulou

The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are…

Downloads
8479

Abstract

Purpose

The purpose of this study is to develop and empirically test a lovemark measure that can be used to identify how brands of wireless-enabled computing devices are classified based on customers’ respect and love toward them.

Design/methodology/approach

On evidence drawn from 1,016 consumers of wireless-enabled computing devices (e.g. netbooks and tablets) in Greece, partial least squares method is used to test the validity of the proposed hierarchical model.

Findings

Results show that a lovemark measure can be conceptualized as a third-order reflective construct having respect and love as its second-order dimensions. In turn, respect reflects on brand performance, trust and reputation, and love reflects on brand commitment, intimacy and passion. The proposed measure presents a very good external validity as it can explain big portions of variance in consumer responses including repurchase intentions, positive WOM and willingness to pay a price premium. Finally, the proposed measure is used to classify eight well-known devices as products, fads, brands and lovemarks and identify the love styles associated with brand relationships.

Originality/value

This paper provides empirical evidence for measuring and identifying lovemarks using a hierarchical model, which can be further used to develop a more effective strategy for managing the functional and emotional aspects of brands to strengthen consumer-brand relationships.

Propósito

El objetivo de este estudio es el desarrollo metodológico y validación empírica de una escala para clasificar las marcas de productos tecnológicos en base a las dos dimensiones que caracterizan a las marcas Lovemark: el respecto y amor.

Diseño/metodología/enfoque

Con una base de datos recogidos de una muestra de 1.106 consumidores de productos tecnológicos (e.g., tablets y portátiles pequeños) en Grecia, se usa PLS para testar la validez del modelo jerárquico propuesto.

Resultados

Los resultados ponen de manifiesto que el concepto Lovemark puede ser conceptualizado como un constructo reflectivo de tres dimensiones siendo el respeto y el amor hacia la marca las dimensiones de segundo orden. A su vez, el respeto hacia la marca refleja el desempeño, la confianza y reputación de la marca mientras que el amor queda reflejado en conceptos tales como el compromiso, la intimidad y la pasión. La medida propuesta presenta una aceptable validez externa pues es capaz de explicar mayor porcentaje de la varianza de las intenciones de compra, la comunicación boca-oreja positiva y la disposición a pagar un mayor precio por la marca. Finalmente, se demuestra la utilidad de la medida propuesta para clasificar ocho marcas conocidas según los niveles de amor y respeto que los consumidores manifiestan hacia las mismas así como identificar los estilos de amor asociados a la relación que los consumidores mantienen con estas marcas.

Originalidad/valor

Este trabajo ofrece evidencias empíricas para medir e identificar las Lovemark usando un modelo jeráquico que puede ser utilizado posteriormente para desarrollar una estrategia más efectiva en la gestión de los aspectos funcionales y emocionales de las marcas como medio para fortalecer las relaciones marca-consumidor.

To view the access options for this content please click here
Article
Publication date: 11 February 2019

HakJun Song, So Young Bae and Heesup Han

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks

Downloads
4118

Abstract

Purpose

This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop.

Design/methodology/approach

To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages.

Findings

The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love.

Practical implications

The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop.

Originality/value

This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

To view the access options for this content please click here
Article
Publication date: 4 September 2007

Janet Sayers and Nanette Monin

The purpose of the paper is to argue that an enriched understanding of texts would enable more informed and responsible management practice. The authors present an…

Downloads
2215

Abstract

Purpose

The purpose of the paper is to argue that an enriched understanding of texts would enable more informed and responsible management practice. The authors present an approach to the analysis of management texts that enjoys, rather than contests, multivocality with the aim of making our approach to defamiliarising texts an accessible change management tool.

Design/methodology/approach

Working with a reader‐response methodology we provide comment on, and analysis of, a popular management book, Kevin Roberts' Lovemarks. The authors context a response to this text in a discussion of commodity fetishism and deconstructed management theory texts. The interpretation of the subject text highlights its rhetorical suasion and pulls buried meaning into view.

Findings

The authors demonstrate that rhetorical analysis and satirical play, a mode of defamiliarisation that is employed in their own reading and incorporated into their classroom praxis, enables managers to better understand and control their own sense‐making. The authors argue that where their enriched understandings challenge embedded assumptions, changed management practices are enabled.

Originality/value

The authors offer their own construction of a Lovemark text, a satirical echo of the Roberts original, as an example of the distancing effect of humorous textual play.

Details

Journal of Organizational Change Management, vol. 20 no. 5
Type: Research Article
ISSN: 0953-4814

Keywords

To view the access options for this content please click here
Article
Publication date: 14 May 2018

Eunjoo Cho, Ann Marie Fiore and Ui-Jeen Yu

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite…

Downloads
2639

Abstract

Purpose

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite fashion-related brands, the contribution of these dimensions to lovemarks (brand love and respect) and lovemarks’ consequent effect on brand loyalty.

Design/methodology/approach

A Web-based survey was conducted using a national sample of 2,492 US male and female consumers between the ages of 18 and 76. Structural equation modeling tested the hypotheses.

Findings

Results indicated positive, statistically significant associations between the six variables. Among the three brand image dimensions, sensory associations exhibited the strongest relationship with FI, whereas lovemarks displayed stronger relationships with cognitive and affective associations. Lovemarks affected loyalty toward fashion-related brands.

Research limitations/implications

The survey of the US consumers and the focus on fashion-related brands may limit the generalizability of the findings. This empirical study illustrated how FI impacts an extended consumer-based brand equity model.

Practical implications

Fashion-related brand managers should not only promote pleasant sensory associations to attract those with a high level of FI but also promote cognitive and affective associations to foster lovemarks (high brand love and respect) to achieve the end goal of customer loyalty.

Originality/value

Even though consumers with a high level of FI may contribute significantly to long-term brand success, past research has not explored the relationship between FI and the factors that lead to consumer-based brand equity. The present study is the first to examine the role of FI in fostering brand equity.

Details

Journal of Consumer Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

To view the access options for this content please click here
Article
Publication date: 3 June 2021

Seon Hee Kim, Do Hyun Jeon and Hyeon Mo Jeon

The purpose of this study is to provide useful data for setting up eco-friendly restaurant (EFR) marketing strategies by analyzing experiential value and well-being…

Abstract

Purpose

The purpose of this study is to provide useful data for setting up eco-friendly restaurant (EFR) marketing strategies by analyzing experiential value and well-being perception, lovemarks and behavior intention, before presenting practical proposals.

Design/methodology/approach

The data used in this study were based on a sample of 300 customers at “Seasonal Dining Table” in South Korea. Data were analyzed using confirmatory factor analysis and structural equation modeling.

Findings

As a result of the study, playfulness showed the greatest influence on well-being perception, followed by service excellent, aesthetics and efficiency. In addition, well-being perception was found to have a positive effect on brand love and brand respect. Finally, the role of experiential value, well-being perception and lovemarks as the determinants factors to increase the customer's behavioral intention toward EFR was confirmed.

Practical implications

The present research informed that effectively dealing with four constituents of experiential value (efficiency, service excellence, aesthetic and playfulness) are of utmost importance in building customers' well-being perception. In addition, customers' well-being perception and lovemarks should be improved to boost the level of behavior intention for EFR.

Originality/value

This is the first study to examine experiential value, well-being perception, lovemarks and behavior intention in the context of restaurants. In particular, it is differentiated from previous foodservice studies by examining the relationship between experiential value and well-being perception.

Details

British Food Journal, vol. 123 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

To view the access options for this content please click here
Article
Publication date: 19 January 2021

Hayford Amegbe, Michael D. Dzandu and Charles Hanu

The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand…

Abstract

Purpose

The lovemarks theory (love and respect) is fairly new to the marketing literature and is now gaining much attention among marketing scholars. The study examined how brand love and brand respect moderate the relationship between corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) and loyalty (LOY) among bank customers in an emerging/and or a developing country's context.

Design/methodology/approach

A quantitative survey approach was used. Data from a total of 769 banking customers, containing demographic and psychographic measures were used.

Findings

This study tested six (6) hypotheses. The results confirmed the moderating role of brand respect on the relationship between CSR and TRUS in the banking sector. Also, our results reveal that BLOV moderates the relationship between SAT and LOY. The rest of our hypotheses did not confirm any significant relationship between them.

Research limitations/implications

Like any academic exercise, this study also has some limitations. The hypotheses tested for brand love on bank customers' perceptions of CSR were based on a country study. The implication of brand love for CSR may be the same or vary in different country contexts.

Practical implications

The study provides managers of banks and managers of financial institutions a better understanding of how love and respect could play a role in their loyalty program and how to incorporate these new constructs into the already known constructs such as satisfaction, trust and loyalty.

Originality/value

This study is unique because it quantitatively examined the relationships between well-researched constructs corporate social responsibility (CSR), trust (TRUS), satisfaction (SAT) on loyalty (LOY) as well as examining these constructs with a fairly new constructs brand love (BLOV) and respect (BRES) in a single study.

Details

International Journal of Bank Marketing, vol. 39 no. 1
Type: Research Article
ISSN: 0265-2323

Keywords

To view the access options for this content please click here
Book part
Publication date: 30 July 2018

Ezgi Merdin-Uygur, Umut Kubat and Zeynep Gürhan-Canli

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a…

Abstract

Marketing academics and practitioners have acknowledged that consumers form specific relationships with brands that are able to create unique and memorable qualities. As a result, the concept of consumer–brand relationship has been of great interest for marketers. Indeed, consumer–brand relationships are very complex and multidimensional in nature. A common perception is that brand management should create ultimate offerings and communication to have successful relationships with its consumer base. However, how consumers construe their relationships with brands is mostly out of the brands’ control. It is an emotion-intense realm and necessitates careful study of the consumers as well as the context. After summarising the current literature on brand relationships, we focus on Turkish consumers’ relationships with brands.

By focussing on a range of global and local brand studies, this chapter offers a comprehensive and well-informed analysis of the issues and practices involved in consumer–brand relationships in the Turkish context. The chapter is organised into three parts. The first part focusses on antecedents of consumer–brand relationships such as the global or local identity of the brand and brand personality. The second part presents detailed explorations of various brand relationships such as brand love and brand trust. The third and the final part focusses on an important phenomenon, the stage for various brand relationships, being online brand communities. The chapter concludes with the future research directions in these three main areas together with a discussion of offline and online branding opportunities in the Turkish market.

To view the access options for this content please click here
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Content available
Article
Publication date: 1 December 2005

Asma Ali Chookah

Abstract

Details

Learning and Teaching in Higher Education: Gulf Perspectives, vol. 2 no. 2
Type: Research Article
ISSN: 2077-5504

Content available
Article
Publication date: 21 December 2018

Cleopatra Veloutsou and Elena Delgado-Ballester

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

Downloads
6524

Abstract

Purpose

This paper aims to help in the development of a better understanding of key brand-related terms and discuss the key challenges and trends in brand management.

Design/methodology/approach

This is an editorial based mainly on an extensive and broad literature review on brand management.

Findings

First, this work defines some key brand management terms and presents brand-related issues and concerns that remain unchanged over time. Then it discusses some of the brand management-related matters that are changing since the past few years. Challenges for the management of brands from the side of the companies that have introduced them are then presented. It finally provides a glimpse of the five papers selected for this special issue and then identifies avenues for further research.

Originality/value

This work and the whole special issue together help in the understanding of the dynamic nature of the management of brands over time with implications to the management and the academic engagement with brands.

Propósito

Este artículo tiene como único propósito ayudar en la obtención de una mayor comprensión de conceptos claves relacionados con la marca y presentar los desafíos y tendencias claves en la gestión de ésta.

Diseño/metodología/enfoque

Editorial basado principalmente una extensión y amplía revisión de la literatura relacionada con la gestión de la marca.

Resultados

En primer lugar, este Editorial define algunos conceptos clave de la marca y presenta una serie de cuestiones que han permanecido y permanecen invariables a lo largo del tiempo. Posteriormente, discute otra serie de aspectos y cuestiones que están cambiando en los últimos años para a continuación describir los principales desafíos actualmente existentes para la gestión de la marca desde la perspectiva de las empresas. Este Editorial finaliza con una breve presentación de los cinco artículos seleccionados para este número especial así como una descripción de futuras líneas de investigación.

Originalidad/valor

Este Editorial y en su conjunto todo el número especial dedicado a la marca ayuda a una mayor comprensión de la naturaleza dinámica de la gestión de las marcas a lo largo del tiempo y de sus implicaciones académicas y empresariales.

1 – 10 of 101