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...
Abstract: Brand love is a phenomenon that is experienced by a group of satisfied consumers. The construct brand love is of great importance to academics and practitioners because a group of satisfied custome...
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TL;DR: In this paper, a review of the literature on entrepreneurial intention is carried out, which offers a clearer picture of the sub-fields in entrepreneurial intention research, by concentrating on two aspects: citation analysis and thematic analysis.
Abstract: Entrepreneurial intention is a rapidly evolving field of research. A growing number of studies use entrepreneurial intention as a powerful theoretical framework. However, a substantial part of this research lacks systematization and categorization, and there seems to be a tendency to start anew with every study. Therefore, there is a need to take stock of current knowledge in this field. In this sense, this paper carries out a review of the literature on entrepreneurial intentions. A total of 409 papers addressing entrepreneurial intention, published between 2004 and 2013 (inclusive), have been analyzed. The purpose and contribution of this paper is to offer a clearer picture of the sub-fields in entrepreneurial intention research, by concentrating on two aspects. Firstly, it reviews recent research by means of a citation analysis to categorize the main areas of specialization currently attracting the attention of the academic community. Secondly, a thematic analysis is carried out to identify the specific themes being researched within each category. Despite the large number of publications and their diversity, the present study identifies five main research areas, plus an additional sixth category for a number of new research papers that cannot be easily classified into the five areas. Within those categories, up to twenty-five different themes are recognized. A number of research gaps are singled out within each of these areas of specialization, in order to induce new ways and perspectives in the entrepreneurial intention field of research that may be fruitful in filling these gaps.
229 citations
TL;DR: In this article, the authors investigated the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.
Abstract: This research investigates the effects of multidimensional brand experiences (i.e. behavioral, intellectual, affective and sensory) on brand authenticity and brand love from the Asian consumers' perspective.,This research collected primary data from 418 consumers on global brands, and it tested the proposed hypotheses by using partial least squares structural equation modeling (PLS-SEM).,The findings indicate that sensory and affective experiences have direct significant impacts on brand love, while intellectual and behavioral experiences have nonsignificant impacts on brand love. Overall, intellectual, behavioral, affective and sensory experiences positively influence brand authenticity, which in turn have substantial positive impacts on brand love.,This study investigated consumer behavior in a broader sense, and consumers from 13 Asian countries participated in this research. Future research may collect data on a larger scale from Asian countries to generalize the results.,By following brand authenticity as an essential positioning tool and implementing several experiential marketing strategies, global managers can develop brand-loving consumers in Asia.,Under the parasol of attribution theory, this research explores the relationships among the multidimensional brand experiences, brand authenticity and brand love from the Asian perspective.
52 citations
TL;DR: In this article, the authors employ a mixed-method approach to identify the negative experiences (i.e., safety and hygiene grievances, dissatisfaction, negative word of mouth, and advertisement overload) that could stimulate the negative emotions of betrayal and hate in customers.
28 citations
TL;DR: In this paper, the authors apply the concept of brand love to a destination and investigate its antecedents and consequences, and also explore the moderating effects of time elapsed since the establishment of the destination brand love relationship on the outcomes of destination Brand Love.
Abstract: This study aims to apply the concept of brand love to a destination and investigate its antecedents and consequences. It also explores the moderating effects of time elapsed since the establishment of the destination brand love relationship on the outcomes of destination brand love.,A total of 5,511 valid responses were obtained from an online survey distributed among former international students from the Erasmus program of the European Union. Partial least squares structural equation modeling was conducted to assess the hypotheses.,Destination brand love was found to have a significant impact on electronic word of mouth (eWOM), WOM, WOM intensity, recommendation and revisit intention. Moderation analysis revealed that the amount of time elapsed since the establishment of the destination brand love relationship did not affect these outcomes. Moreover, destination image and the Erasmus experience had a positive effect on destination brand love.,Destination marketers should focus on enhancing the Erasmus experience and on improving destination image perception, as these factors help develop destination brand love. Marketers should also be aware that this relationship has long-lasting effects.,This study adds to the sparse literature on brand love in relation to a destination. This gives the first results for the importance of Erasmus students to the promotion of a host country. It also contributes to the question of how long the brand love relationship can last.
24 citations
TL;DR: In this article, the authors present and validate a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love.
Abstract: Explicating and specifying the origins of brand love, as well as how it affects consumer behavior, establishes vital insights into how brand managers might reap favorable economic consequences from promoting brand love effectively. Therefore, this article presents and validates a holistic, causal model of brand love that accounts for brand stimulus features and the internal, mental processes of consumers, along with the behavioral outcomes of their resulting brand love. Using both qualitative and quantitative approaches, the authors propose and test seven antecedents (including three mediators) and four consequences: Functional and sensory brand uniqueness emerge as indirect antecedents of brand love; brand satisfaction, brand fit with the inner self, and personal experiences are direct antecedents. Contrary to expectations, communicative uniqueness and brand pleasure are not influential factors. This study also verifies four desirable behavioral consequences of brand love: brand loyalty, willingness to pay a price premium, word-of-mouth intentions, and forgiveness of brand mistakes. These findings offer several theoretical and managerial implications.
23 citations
References
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14,106 citations
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.
Abstract: The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consu...
12,021 citations
TL;DR: In this article, the authors show that service quality relates to retention of customers at the aggregate level, as other research has indicated, and evidence of its impact on customers' behavioral responses should be detectable.
Abstract: If service quality relates to retention of customers at the aggregate level, as other research has indicated, then evidence of its impact on customers’ behavioral responses should be detectable. Th...
10,574 citations
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...
Abstract: Both practitioners and academics understand that consumer loyalty and satisfaction are linked inextricably. They also understand that this relation is asymmetric. Although loyal consumers are most ...
8,021 citations
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
"The Phenomenon of Brand Love: A Sys..." refers background in this paper
...The humanizing of brands involves attributing human traits to brands and thus creating a mediating device for consumer-brand relationships (Aaker 1997; Belk, 1988; Escalas & Bettman 2005; Johar, Sengupta & Aaker 2005)....
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