Journal ArticleDOI
A matter of love: consumers’ relationships with original brands and their counterfeits
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In this paper, the authors explore brand personality relationships in the context of original versus counterfeit products and investigate consumers' perception of both original brands and their counterfeits, finding that consumers who voluntarily acquire both original and counterfeit brands transfer the symbolic personality traits of the original brand to the counterfeit, and also experience a stronger overlap between their overall self-concept and original brand's concept than with the counterfeit's concept.Abstract:
Purpose – This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of both original brands and their counterfeits. Design/methodology/approach – The authors present four studies conducted with 657 Mexican consumers who own or have owned an original luxury-brand product as well as a counterfeit of the same brand. Data were analyzed through regression analyses, t-tests, correlation coefficients and one-way ANOVA. Findings – Results show that consumers who voluntarily acquire both original luxury brands and their counterfeits transfer the symbolic personality traits of the original brand to the counterfeit, experience significantly higher coincidence between their personality traits and those of the original brand and also experience a stronger overlap between their overall self-concept and the original brand’s concept than with the counterfeit’s concept, and feel higher levels of love towards the or...read more
Citations
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Brand evaluation, satisfaction and trust as predictors of brand loyalty: the mediator-moderator effect of brand relationships
TL;DR: In this paper, the authors examined whether the strength of positive brand relationship can either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate the link between these variables.
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‘Strategic Brand Management: New approaches to creating and evaluating brand equity’
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Brand love: the emotional bridge between experience and engagement, generation-M perspective
TL;DR: In this article, the impact on brand love of consumption experience at the dimensional level and whether brand love mediates between consumption experience and customer engagement in the context of Generation M was investigated.
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‘All you need is brand love’: a critical review and comprehensive conceptual framework for brand love
TL;DR: Brand love has received increasing attention given its potential to enhance customer engagement, brand advocacy, commitment and loyalty as mentioned in this paper. But despite its relevance, few studies explore brand love per se.
Journal ArticleDOI
Parallel pathways to brand loyalty: Mapping the consequences of authentic consumption experiences for hotels and Airbnb
TL;DR: In this paper, the authors identify two distinct pathways through which an authentic consumption experience influences brand loyalty for the leisure traveler: a brand pathway and an experience pathway, and they find that hotels and Airbnb leverage these pathways differently to generate brand loyalty.
References
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The Presentation of Self in Everyday Life
TL;DR: For instance, in the case of an individual in the presence of others, it can be seen as a form of involuntary expressive behavior as discussed by the authors, where the individual will have to act so that he intentionally or unintentionally expresses himself, and the others will in turn have to be impressed in some way by him.
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TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
Posted Content
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
TL;DR: The authors argue 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.
Journal ArticleDOI
Consumers and their brands : developing relationship theory in consumer research
TL;DR: In this paper, the authors argue 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 consumerbrand bonds.
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Dimensions of Brand Personality
TL;DR: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paper