Journal ArticleDOI
Antecedents and consequences of brand love
TLDR
In this paper, the authors identify the antecedent and consequences of brand love, and propose a theoretical framework to capture the proposed relationships and the managerial implications of the brand love for developing marketing strategy.Abstract:
This article focuses on a new consumer behavior and marketing concept: brand love. The primary purpose of the article is to identify the antecedent and consequences of brand love. On the basis of an extensive literature review, the article offers a series of research propositions to explicate the interrelationships between antecedents of brand love on the one hand, and brand love and its consequences on the other. A theoretical framework capturing the proposed relationships is also offered. The managerial implications of brand love for developing marketing strategy are discussed.read more
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Antecedents and outcomes of brand love: utilitarian and symbolic brand qualities
TL;DR: The authors investigated the relationship between a number of symbolic and functional brand aspects and the development of brand love feelings and concluded that managers should emphasize both functional as well as emotional/symbolic aspects to strengthen the links between brands and consumers, which will be beneficial for both sides.
Journal ArticleDOI
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love
Joana César Machado,Leonor Vacas-de-Carvalho,Salim Azar,Ana Raquel André,Barbara Coutinho Pires dos Santos +4 more
TL;DR: In this paper, the mediating role of consumer-brand engagement (CBE) and brand love (BL) on the relationship between brand gender and consumer-based brand equity (CBBE) was analyzed.
Journal ArticleDOI
Antecedents and consequences of destination brand love — A case study from Finnish Lapland
TL;DR: In this article, a qualitative case study focusing on the destination brand of Yllas, which is a large outdoor resort located north of the Arctic Circle in Finnish Lapland, is presented.
Journal ArticleDOI
Brand love in progress – the interdependence of brand love antecedents in consideration of relationship duration
TL;DR: In this article, a survey on universally known brands representing both a hedonic and a utilitarian concept was conducted to investigate the dynamic nature of consumer-brand relationships and, in particular, the passionate dimension of brand love.
Journal ArticleDOI
Antecedents and outcomes of brand love: the mediating role of brand loyalty
TL;DR: In this article, an integrative conceptual model which incorporates experience-based (i.e. brand experience) and non-experience-based self-congruity is proposed and tested.
References
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Whence Consumer Loyalty
TL;DR: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. But they also understand that this relation is asymmetric as mentioned in this paper. Although loyal consumers are most...
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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
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Hedonic Consumption ; Emerging Concepts, Methods and Propositions
TL;DR: In this paper, the authors define hedonic consumption as those facets of consumer behavior that relate to the multisensory, fantasy and emotive aspects of product usage experience.