Results 151 to 160 of about 496,034 (199)
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Exploring behavioural branding, brand love and brand co-creation
Journal of Product and Brand Management, 2016Purpose This paper aims to contribute to the understanding of the complex consumer brand relationships by holistically exploring the dynamics between brand love and co-creation, how they are impacted by behavioural branding and their combined impact to brand loyalty.
Hans Ruediger Kaufmann +1 more
exaly +3 more sources
Predictors and outcomes of brand love: An evaluation of customers’ love for neo-luxury brands
Pakistan Business Review, 2022Brand love is the ultimate commitment level of customers for a brand. The love for a brand developed through concerted efforts by the marketers. Attaining customer brand love increases market share and ensures business sustainability. This study assesses the antecedents and consequences of brand love in developing markets.
Asif Iqbal +2 more
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Journal of Marketing, 2012
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.
Rajeev Batra +2 more
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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.
Rajeev Batra +2 more
openaire +1 more source
Fostering brand love in Facebook brand pages
Online Information Review, 2018Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection).
Mariola Palazon +2 more
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Falling in love with brands: a dynamic analysis of the trajectories of brand love
Marketing Letters, 2014This article presents a study designed to investigate and map the trajectories of brand love. Consumers described experiences related to the initiation and evolution of their relationships with their most loved brand. Participants were asked to graphically trace the course of their feelings toward their currently most loved brand and to recall the ...
Langner, Tobias +3 more
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Fake-love: brand love for counterfeits
Marketing Intelligence & Planning, 2018Purpose Recent studies have indicated that consumers who knowingly purchase counterfeits could be in love with the brands whose counterfeits they own. Arguably, this love may not be the same as the love felt by individuals who purchase the original brand.
Kapil Khandeparkar, Manoj Motiani
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Journal of Product & Brand Management, 2020
Purpose This paper aims to explore the relationship between brand love and materialism. Design/methodology/approach This research uses two survey studies that the love of money. In combination, these two studies include over 1,000 participants.
Aaron Ahuvia +2 more
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Purpose This paper aims to explore the relationship between brand love and materialism. Design/methodology/approach This research uses two survey studies that the love of money. In combination, these two studies include over 1,000 participants.
Aaron Ahuvia +2 more
openaire +1 more source
International Journal of Applied Behavioral Economics, 2012
Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping
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Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to hedonic shopping motive, rather than utilitarian shopping
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Journal of Product & Brand Management, 2016
Purpose– The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child.Design/methodology/approach– First, secondary database (SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e.
Pramod P. Iyer +2 more
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Purpose– The purpose of this study is to explore the extent to which love cues are used by brands targeted at multiple decision-makers in a family, specifically the mother and child.Design/methodology/approach– First, secondary database (SmartyPants, 2013) is used to identify clusters of brands with similar benefit groups (i.e.
Pramod P. Iyer +2 more
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Territorial brand love antecedents: the Azores brand
2021 16th Iberian Conference on Information Systems and Technologies (CISTI), 2021Territorial Marketing assumes a very important role in the affirmation of territories, not only at the level of tourism but also at the social, economic and cultural levels at various scales. Thus, the creation and consolidation of territorial brands that can communicate in a relevant and faithful way their place of origin, to give support, hope, and ...
Anabela de Figueiredo Marcos +1 more
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