Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...

https://www.jstor.org/stable/pdf/1252099.pdf

Whence Consumer Loyalty

Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this article, the author: (1) argues for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-brand bonds; (2) provides a framework for characterizing and better understanding the types of relationships consumers form with brands; and (3) inducts from the data the concept of brand relationship quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-depth case studies inform this agenda, their interpretation guided by an integrative review of the literature on person-to-person relationships. Insights offered through application of inducted concepts to two relevant research domains — brand loyalty and brand personality — are advanced in closing. The exercise is intended to urge fellow researchers to refine, test, and augment the working hypotheses suggested herein and to progress toward these goals with confidence in the validity of the relationship premise at the level of consumers’ lived experiences with their brands.

Consumers and Their Brands: Developing Relationship Theory in Consumer Research

Emotion and Adaptation

Meanwhile, the authors' antidote to the American sicknessa quest for democratic community that draws on our diverse civic and religious traditionshas contributed to a vigorous scholarly and popular debate. Attention has been focused on forms of social organization, be it civil society, democratic communitarianism, or associative democracy, that can humanize the market and the administrative state. In their new Introduction the authors relate the argument of their book both to the current realities of American society and to the growing debate about the country's future. With this new edition one of the most influential books of recent times takes on a new immediacy.\

Habits of the Heart: Individualism and Commitment in American Life

Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID1960358_code1671431.pdf?abstractid=1960358&mirid=4

Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?

Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands.

Some antecedents and outcomes of brand love

This article investigates the possessions and activities that consumers love and their role in the construction of a coherent identity narrative. In the face of social forces pushing toward identity fragmentation, interviews reveal three different strategies, labeled “demarcating,” “compromising,” and “synthesizing” solutions, for creating a coherent self‐narrative. Findings are compared to Belk’s “Possessions and the Extended Self.” Most claims from Belk are supported, but the notion of a core versus extended self is critiqued as a potentially confusing metaphor. The roles of loved objects and activities in structuring social relationships and in consumer well‐being are also explored.

https://www.jstor.org/stable/10.1086/429607

Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives

East Asia is currently the biggest market for luxury and prestige brands from the West. This article examines the cultural factors that lie behind this phenomenon and, based on distinctions between Southeast Asian and Western cultures, explores how the practice of luxury consumption differs in these cultures. As part of this examination, self-concept theory is reviewed and integrated in a cross-cultural consumption model. Conceptual linkages between existing theories of materialism and conspicuous consumption are noted. © 1998 John Wiley & Sons, Inc.

Personal taste and family face: Luxury consumption in Confucian and western societies

The authors investigated the structure of goal contents in a group of 1,854 undergraduates from 15 cultures around the world. Results suggested that the 11 types of goals the authors assessed were consistently organized in a circumplex fashion across the 15 cultures. The circumplex was well described by positioning 2 primary dimensions underlying the goals: intrinsic (e.g., self-acceptance, affiliation) versus extrinsic (e.g., financial success, image) and self-transcendent (e.g., spirituality) versus physical (e.g., hedonism). The circumplex model of goal contents was also quite similar in both wealthier and poorer nations, although there were some slight cross-cultural variations. The relevance of these results for several theories of motivation and personality are discussed.

/pdf/the-structure-of-goal-contents-across-15-cultures-148zx4ph12.pdf

The Structure of Goal Contents Across 15 Cultures.

We explored whether values focused on money, image, and popularity are associated with lowered well-being, even in environmental circumstances supportive of such values. To this end, we administered three widely used measures of a materialistic value orientation to 92 business students in Singapore. As expected, those students who had strongly internalized materialistic values also reported lowered self-actualization, vitality and happiness, as well as increased anxiety, physical symptomatology, and unhappiness. Results are consistent with past research suggesting that some types of values may be unhealthy. Copyright © 2002 John Wiley & Sons, Ltd.

Aaron Ahuvia

Papers

Some antecedents and outcomes of brand love

Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives

Personal taste and family face: Luxury consumption in Confucian and western societies

The Structure of Goal Contents Across 15 Cultures.

Materialistic values and well‐being in business students