Brand Love
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements...
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| Published in | Journal of marketing Vol. 76; no. 2; pp. 1 - 16 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Chicago
American Marketing Association
01.03.2012
Publications Group of the American Marketing Association SAGE PUBLICATIONS, INC |
| Subjects | |
| Online Access | Get full text |
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| Abstract | Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements ("features") of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be modeled as both first-order and higher-order structural models. A higher-order model yields seven core elements: self-brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the firstorder and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. |
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| AbstractList | Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements (“features”) of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be modeled as both first-order and higher-order structural models. A higher-order model yields seven core elements: self–brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the first-order and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements ("features") of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be modeled as both first-order and higher-order structural models. A higher-order model yields seven core elements: self-brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the first-order and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. [PUBLICATION ABSTRACT] Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers actually experience this phenomenon, they conduct two qualitative studies to uncover the different elements ("features") of the consumer prototype of brand love. Then, they use structural equations modeling on survey data to explore how these elements can be modeled as both first-order and higher-order structural models. A higher-order model yields seven core elements: self-brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (strength), and anticipated separation distress. In addition to these seven core elements of brand love itself, the prototype includes quality beliefs as an antecedent of brand love and brand loyalty, word of mouth, and resistance to negative information as outcomes. Both the firstorder and higher-order brand love models predict loyalty, word of mouth, and resistance better, and provide a greater understanding, than an overall summary measure of brand love. The authors conclude by presenting theoretical and managerial implications. |
| Author | Bagozzi, Richard P. Batra, Rajeev Ahuvia, Aaron |
| Author_xml | – sequence: 1 givenname: Rajeev surname: Batra fullname: Batra, Rajeev – sequence: 2 givenname: Aaron surname: Ahuvia fullname: Ahuvia, Aaron – sequence: 3 givenname: Richard P. surname: Bagozzi fullname: Bagozzi, Richard P. |
| BackLink | http://www.econis.eu/PPNSET?PPN=745119336$$DView this record in ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften |
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| CODEN | JMKTAK |
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| ContentType | Journal Article |
| Copyright | Copyright © 2012, American Marking Association Copyright American Marketing Association Mar 2012 |
| Copyright_xml | – notice: Copyright © 2012, American Marking Association – notice: Copyright American Marketing Association Mar 2012 |
| DBID | AAYXX CITATION OQ6 |
| DOI | 10.1509/jm.09.0339 |
| DatabaseName | CrossRef ECONIS |
| DatabaseTitle | CrossRef |
| DatabaseTitleList | CrossRef |
| DeliveryMethod | fulltext_linktorsrc |
| Discipline | Business |
| EISSN | 1547-7185 |
| EndPage | 16 |
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| References_xml | – start-page: 342 volume-title: The Handbook of Brand Relationships year: 2009 ident: bibr5-jm.09.0339 – ident: bibr6-jm.09.0339 doi: 10.1016/j.jbusres.2007.09.014 – ident: bibr44-jm.09.0339 doi: 10.1086/209414 – ident: bibr28-jm.09.0339 doi: 10.1287/mksc.2.3.203 – ident: bibr34-jm.09.0339 doi: 10.1080/10705519909540118 – ident: bibr16-jm.09.0339 doi: 10.1086/378613 – start-page: 6 year: 2007 ident: bibr18-jm.09.0339 publication-title: Advertising Age – ident: bibr25-jm.09.0339 doi: 10.1037/0022-3514.60.3.425 – ident: bibr49-jm.09.0339 doi: 10.1177/002224379403100101 – start-page: 336 volume-title: Handbook of Attachment year: 1999 ident: bibr31-jm.09.0339 – ident: bibr9-jm.09.0339 doi: 10.1086/209376 – ident: bibr2-jm.09.0339 doi: 10.1037/0021-9010.90.3.574 – ident: bibr47-jm.09.0339 doi: 10.1037/0096-3445.104.3.192 – ident: bibr22-jm.09.0339 doi: 10.1037/0022-3514.55.4.557 – ident: bibr8-jm.09.0339 doi: 10.1037/0022-3514.70.3.535 – ident: bibr26-jm.09.0339 doi: 10.1177/002224378101800104 – start-page: 13 volume-title: The Psychology of Love year: 1988 ident: bibr41-jm.09.0339 – ident: bibr7-jm.09.0339 doi: 10.1111/j.1475-6811.1996.tb00103.x – start-page: 225 volume-title: The New Psychology of Love year: 2006 ident: bibr23-jm.09.0339 – ident: bibr11-jm.09.0339 doi: 10.1177/109442819800100104 – ident: bibr27-jm.09.0339 doi: 10.1086/209515 – ident: bibr35-jm.09.0339 doi: 10.1086/209454 – ident: bibr1-jm.09.0339 doi: 10.1086/383426 – ident: bibr21-jm.09.0339 doi: 10.1086/497549 – start-page: 149 volume-title: The New Psychology of Love year: 2006 ident: bibr32-jm.09.0339 – ident: bibr20-jm.09.0339 doi: 10.1207/S15327663JCP1303_14 – volume-title: The Making and Breaking of Affectional Bonds. year: 1979 ident: bibr17-jm.09.0339 – ident: bibr37-jm.09.0339 doi: 10.1016/j.ausmj.2009.01.006 – ident: bibr53-jm.09.0339 doi: 10.1037/0033-295X.93.2.119 – ident: bibr33-jm.09.0339 doi: 10.1086/209487 – ident: bibr4-jm.09.0339 doi: 10.1086/429607 – ident: bibr13-jm.09.0339 doi: 10.1016/S0079-7421(08)60120-6 – ident: bibr51-jm.09.0339 doi: 10.1037/0022-3514.52.6.1061 – ident: bibr24-jm.09.0339 doi: 10.4135/9781412958479.n325 – start-page: 163 volume-title: Advances in Consumer Research year: 1988 ident: bibr52-jm.09.0339 – ident: bibr19-jm.09.0339 doi: 10.1007/s11002-006-4219-2 – ident: bibr12-jm.09.0339 doi: 10.2307/3090121 – start-page: 191 volume-title: The Psychology of Love year: 1988 ident: bibr30-jm.09.0339 – ident: bibr43-jm.09.0339 doi: 10.1509/jmkg.74.6.1 – ident: bibr39-jm.09.0339 doi: 10.1509/jmkg.66.1.38.18451 – ident: bibr29-jm.09.0339 doi: 10.1037/e620972012-143 – ident: bibr40-jm.09.0339 doi: 10.4135/9781412986229 – volume-title: Lovemarks: the Future Beyond Brands. year: 2004 ident: bibr46-jm.09.0339 – ident: bibr36-jm.09.0339 doi: 10.1037/0022-3514.65.6.1132 – ident: bibr15-jm.09.0339 doi: 10.1086/209154 – ident: bibr38-jm.09.0339 doi: 10.1016/0147-1767(85)90062-8 – ident: bibr10-jm.09.0339 doi: 10.2307/23044044 – start-page: 273 volume-title: Handbook of Qualitative Research year: 1994 ident: bibr55-jm.09.0339 – ident: bibr48-jm.09.0339 doi: 10.1037/h0029841 – ident: bibr42-jm.09.0339 doi: 10.1145/985600.966013 – volume-title: “I Love It! Towards a Unifying Theory of Love Across Diverse Love Objects,” year: 1993 ident: bibr3-jm.09.0339 – ident: bibr50-jm.09.0339 doi: 10.1037/0022-3514.38.3.453 – start-page: 252 volume-title: Proceedings of the American Marketing Association Summer Educators Conference year: 2009 ident: bibr14-jm.09.0339 – ident: bibr45-jm.09.0339 doi: 10.1086/209499 – ident: bibr54-jm.09.0339 doi: 10.1002/(SICI)1099-0992(199705)27:3<313::AID-EJSP824>3.0.CO;2-4 – ident: bibr56-jm.09.0339 doi: 10.1207/s15327663jcp1501_10 |
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| Snippet | Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on... |
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| SubjectTerms | Attitude strength Beziehungsmarketing Brand loyalty Brands Consumer behavior Consumer research Desire Emotion Emotional attachments Grounded Theory Love Markenführung Markentreue Marketing Mathematical models Passion Prototypes USA |
| Title | Brand Love |
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