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Journal ArticleDOI

Is brand love materialistic

18 Dec 2020-Journal of Product & Brand Management (Emerald Publishing Limited)-Vol. 30, Iss: 3, pp 467-480
TL;DR: The authors explored the relationship between brand love and materialism, and found that consumers love an extremely wide variety of brands and that materialistic individuals display greater love for these types of brands.
Abstract: This paper aims to explore the relationship between brand love and materialism.,This research uses two survey studies that the love of money. In combination, these two studies include over 1,000 participants.,Materialism does not just make consumers more likely to love brands, it also alters the way they relate to brands. Specifically, brand love is associated with loving brands that one currently owns rather than wishing for brands that one cannot afford and vice-versa for materialism. Brand love is also more strongly related to the centrality and success dimensions of materialism than to its happiness dimension. Materialism is not just associated with loving brands; it is also strongly associated with loving money. Finally, there has been an active debate over whether brand love is applicable to a wide variety of brands or just a select few. This research finds that an extremely wide variety of brands are loved by consumers.,The findings are limited by the cross-sectional nature of the survey approach, the use of a student sample and a MTurk sample and by a set of solely US participants.,This research explores the distinction between a brand love-based marketing strategy and a materialism-based strategy. A brand love-based strategy leverages positive emotional connections that consumers have with past purchases of a brand, whereas a materialism-based strategy seeks to make a brand an aspirational high-end purchase. Based on the research results, the authors make the case for a brand love-based strategy. In addition, this research partly challenges, yet also partly supports, the common view among marketing practitioners that brand love is only applicable to a few brands. On the one hand, this research finds that consumers love an extremely wide variety of brands. On the other hand, only a few brands have been successful in building brand love across a large group of consumers. Thus, brand love appears to be a more widely applicable strategy than sometimes thought yet also a very challenging strategy to get right.,This research supports prior findings which suggest that the negative outcomes of materialism (e.g. unhappiness) are mostly associated with its happiness dimension (i.e. “I would be happier if I had more money”). In contrast, the findings also suggest that brand love is more weakly associated with its happiness dimension than its centrality and success dimensions. Thus, brand love may be a positive (or at least not a negative) expression of materialism.,To the best of the authors’ knowledge, this is the first empirical examination of the relationship between brand love and materialism and finds that although these two constructs are correlated, they are empirically distinct. This research is also the first to test the relationship between materialism and love for status brands and finds that materialistic individuals display greater love for these types of brands. This research also introduces the construct of “brand love tendency” which is defined as a consumer’s overall tendency to love brands. Finally, this research is also the first to relate the love of money to both materialism and brand love.
Citations
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01 Jan 2009
TL;DR: In this article, the authors developed theory related to advertising, materialism, and life satisfaction by formally testing explanations related to the antecedents and consequences of materialism and found that the extent to which advertising is perceived to be materialistic contributes to materialism.
Abstract: This paper develops theory related to advertising, materialism, and life satisfaction by formally testing explanations related to the antecedents and consequences of materialism. Survey data were collected from seven major cities each in a different country (Australia, Bosnia/Herzegovina, Germany, Egypt, Korea, Turkey, and the USA) using a probability sample (cluster sampling method involving income stratification). The results showed that the extent to which advertising is perceived to be materialistic contributes to materialism. Materialism, in turn, leads to the frequent use of various standards of comparison in making judgments about standard of living. As judgments about standard of living increase, standard of living is evaluated more negatively. In turn, negative self-evaluations contribute significantly to dissatisfaction with life.

66 citations

Journal Article
TL;DR: In this paper, the authors conducted a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty, revealing that the aggregate brand relationship elasticity is.439.
Abstract: To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship constructs and customer brand loyalty. The analysis of 588 elasticities from 290 studies reported in 255 publications over 24 years (n = 348,541 across 46 countries) reveals that the aggregate brand relationship elasticity is .439. More importantly, results demonstrate under what conditions various types of brand relationships increase loyalty. For example, while elasticities are generally highest for love-based and attachment-based brand relationships, the positive influence of brand relationships on customer brand loyalty is stronger in more recent (vs. earlier) years, for nonstatus (vs. status) and publicly (vs. privately) consumed brands, and for estimates using attitudinal (vs. behavioral) customer brand loyalty. Overall, the results suggest that brand relationship elasticities vary considerably across brand, loyalty, time, and consumer characteristics. Drawing on these findings, the current research advances implications for managers and scholars and provide avenues for future research.

56 citations

Journal ArticleDOI
TL;DR: In this article , the authors synthesize the literature on consumer-brand relationships, brand community, social support and service providers, psychological ownership and brand love in the context of services.
Abstract: PurposeBuilding meaningful relationships between consumers and service brands has received significant attention. This paper aims to explore how brand love in services – a relationship between the consumer and the service brand – is created through relationships between the consumer and other people. Specifically, we explore how brand love is created through the social relationships consumers form with other consumers.Design/methodology/approachThis conceptual paper synthesizes the literature on consumer-brand relationships, brand community, social support and service providers, psychological ownership and brand love in the context of services.FindingsThis paper suggests that consumers love brands that are meaningful to them. Brands can become more meaningful to consumers by facilitating interpersonal connections and helping consumers define their identity. The connection between social relationships with other consumers and brand love is mediated by the consumer's level of perceived membership in the community. For some consumers, perceived membership grows to the point of becoming perceived psychological ownership of the community, where the consumer feels a sense of responsibility for the brand's and the community's well-being.Originality/valueThis paper advances theoretical understanding of how brand love operates in services and how it can be enhanced through services’ management.

5 citations

Journal ArticleDOI
TL;DR: This paper found that individuals with high levels of brand engagement in self-concept (BESC) derive similar levels of purchase-related happiness from experiential and material purchases, while individuals with low levels of BESC find more purchaserelated happiness in experientially than in material purchases.
Abstract: In general, experiential purchases have been found to make people happier than material purchases. However, previous research has ignored a crucial issue—the importance of the brand and the consumer−brand relationship in this context. Since many purchases are associated with a brand and the brand is often the main motivation for the purchase, we argue that researchers should include the consumer−brand relationship in studies on the effects of material versus experiential consumption on happiness. Building on the social exchange theory, the current research examines the moderating role of consumers' tendency to include brands as part of the self in the relationship between purchase type and happiness. Across three studies, using different methods (a comparative survey: N1 = 422 individuals; two experiments: N2 = 206 and N3 = 177 individuals), we found that individuals with high levels of brand engagement in self-concept (BESC) derive similar levels of purchase-related happiness from experiential and material purchases, while individuals with low levels of BESC find more purchase-related happiness in experiential than in material purchases.

5 citations

Journal ArticleDOI
TL;DR: In this paper , the impact of celebrities and brand ambassadors on purchase intentions in the e-commerce marketplace was investigated using a structural equation model (SEM) with AMOS software.
Abstract: : Advertised brands are frequently endorsed by a variety of well-known public figures. The purpose of this study is to investigate the impact of celebrities and brand ambassadors on purchase intentions in the e-commerce marketplace. The method employed is an online survey sent to Indonesian fans via direct message on the Instagram official account that posts collaboration ads between the e-commerce marketplace and brand ambassador. To assess the effect of variables, a structural Equation Model (SEM) with AMOS software was used. The study's findings explain the impact of celebrity endorsement and brand love on brand ambassadors purchasing interest, particularly on online shopping sites. Although celebrity endorsement as an exogenous variable is insignificant, all factors of celebrity endorsement show a significant confirmatory factor analysis. Purchase intention is positively influenced by brand passion and affection. This study's marketing implications for related parties are presented.

1 citations

References
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Journal ArticleDOI
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.
Abstract: Our possessions are a major contributor to and reflection of our identities A variety of evidence is presented supporting this simple and compelling premise Related streams of research are identified and drawn upon in developing this concept and implications are derived for consumer behavior 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 self-concept and consumer brand choice

7,705 citations

Posted Content
Susan Fournier1
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.
Abstract: 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.

5,694 citations

Journal ArticleDOI
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.
Abstract: 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.

5,618 citations

Journal ArticleDOI
TL;DR: In this article, the development of a values-oriented materialism scale with three components (acquisition centrality, acquisition as the pursuit of happiness, and possession defined success) is described.
Abstract: This article reviews the construct and measurement of materialism and concludes that materialism is appropriately conceptualized as a consumer value. The development of a values-oriented materialism scale with three components—acquisition centrality, acquisition as the pursuit of happiness, and possession-defined success—is described. In validation tests high scorers (compared with low scorers) desired a higher level of income, placed greater emphasis on financial security and less on interpersonal relationships, preferred to spend more on themselves and less on others, engaged in fewer voluntary simplicity behaviors, and were less satisfied with their lives.

2,861 citations

Journal ArticleDOI
TL;DR: This paper found that the relative importance and efficacy of extrinsic aspirations for financial success, an appealing appearance, and social recognition were associated with lower vitality and self-actualization and more physical symptoms.
Abstract: Empirical research and organismic theories suggest that lower well-being is associated with having extrinsic goals focused on rewards or praise relatively central to one's personality in comparison to intrinsic goals congruent with inherent growth tendencies. In a sample of adult subjects (Study 1), the relative importance and efficacy of extrinsic aspirations for financial success, an appealing appearance, and social recognition were associated with lower vitality and self-actualization and more physical symptoms. Conversely, the relative importance and efficacy of intrinsic aspirations for self-acceptance, affiliation, community feeling, and physical health were associated with higher well-being and less distress. Study 2 replicated these findings in a college sample and extended them to measures of narcissism and daily affect. Three reasons are discussed as to why extrinsic aspirations relate negatively to well-being, and future research directions are suggested.

2,246 citations

Trending Questions (1)
How to compare love with marketing?

The paper compares love with marketing by exploring the relationship between brand love and materialism and discussing the distinction between a brand love-based marketing strategy and a materialism-based strategy.