Results 211 to 220 of about 6,093 (255)
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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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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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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
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2021
This chapter examines religious beliefs as a new antecedent to brand love, and proposes a new construct, that of Islamic brand love. In addition, this chapter investigates some phycological antecedents to brand love such as cultural identity, religiosity or strongly held values.
Waleed Yousef, Najwa Yousef
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This chapter examines religious beliefs as a new antecedent to brand love, and proposes a new construct, that of Islamic brand love. In addition, this chapter investigates some phycological antecedents to brand love such as cultural identity, religiosity or strongly held values.
Waleed Yousef, Najwa Yousef
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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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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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Love Brands: Mit Kommunikation in sozialen Medien Brand Love steigern
2016Laut der Studie „Love Brands 2014“ der Agentur „diffferent“ in Kooperation mit Universal Music and Brands finden die befragten Deutschen Coca Cola, Haribo und Ferrero so attraktiv, dass sie diesen Marken eine Liebeserklarung machen wurden. Aber wie werden Marken zu Love Brands?
Anja Franck +2 more
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2022
Destination brand love can be defined as the strong feelings of love a person has toward a destination, creating a unique and emotional connection. The concept derives from the Marketing literature, where brand love has been largely investigated, applied to products and services.
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Destination brand love can be defined as the strong feelings of love a person has toward a destination, creating a unique and emotional connection. The concept derives from the Marketing literature, where brand love has been largely investigated, applied to products and services.
openaire +2 more sources