Journal ArticleDOI
In good and bad times: the interpersonal nature of brand love in service relationships
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TLDR
In this paper, the authors investigate several interpersonal antecedents of brand love in a services setting and examine the differential influence of the valence of the service delivery process and the way that brand love develops under qualitatively varied conditions.Abstract:
Purpose – The purpose of this paper is to address two important gaps in the brand love and consumer‐brand relationships literatures. First, this study aims to investigate several interpersonal antecedents of brand love in a services setting. Second, this study also aims to examine the differential influence of the valence of the service delivery process and the way that brand love develops under qualitatively varied conditions.Design/methodology/approach – A between‐subjects experiment that varied the valence of the service delivery process (positive/negative) in a relational context was designed to examine the influence of interpersonal antecedents across service delivery levels on brand love.Findings – This study provides empirical support for the importance of interpersonal antecedents in driving brand love in service relationships. The results also reveal an asymmetrical pattern of effects between study variables across service delivery levels.Research limitations/implications – These findings can hel...read more
Citations
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The influence of brand experience and service quality on customer engagement
TL;DR: In this paper, the authors examined how customer and firm based factors are related to customer engagement with a focus on the airline industry and found that customer-based factors such as brand experience and brand love significantly affect customer engagement.
Journal ArticleDOI
Environmental corporate social responsibility and the strategy to boost the airline’s image and customer loyalty intentions
Heesup Han,Jongsik Yu,Wansoo Kim +2 more
TL;DR: In this article, the role of an airline's environmental corporate social responsibility in conjunction with building loyalty intentions of its customers while considering the mediating influence of mediating between the airline and its customers.
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
‘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
The Phenomenon of Brand Love: A Systematic Literature Review
TL;DR: Brand love is a phenomenon that is experienced by a group of satisfied consumers as discussed by the authors, and the construct of brand love is of great importance to academics and practitioners because a group satisfied custome...
References
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Posted Content
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Consumers and their brands : developing relationship theory in consumer research
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