Journal ArticleDOI
Some antecedents and outcomes of brand love
Barbara A. Carroll,Aaron Ahuvia +1 more
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TLDR
The authors found 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.Abstract:
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.read more
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Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?
TL;DR: 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.
Journal ArticleDOI
Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?
TL;DR: 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 as discussed by the authors.
Journal ArticleDOI
Beyond the Extended Self: Loved Objects and Consumers' Identity Narratives
TL;DR: In this paper, the authors investigate the role of 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 as delineating, compromising, and synthesizing, for creating a coherent self-narrative.
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Human Brands: Investigating Antecedents to Consumers' Strong Attachments to Celebrities
TL;DR: In this article, the authors explored recent advances in self-determination research to address why consumers develop strong attachments to "human brands", a term that refers to any well-known persona who is the subject of marketing communications efforts.
Journal ArticleDOI
The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty
TL;DR: It is shown that brand trust has a full mediating role in converting value creation practices into brand loyalty and that such communities could enhance brand loyalty through brand use and impression management practices.
References
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Journal ArticleDOI
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.
Journal ArticleDOI
The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty:
TL;DR: In this article, the authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as linking variables in the chain of effects from brand trust and brand affect to brand performance (market share and relative price).
Journal ArticleDOI
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.
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