Results 241 to 250 of about 10,328 (288)
Fake-love: brand love for counterfeits [PDF]
Marketing Intelligence & Planning, 2018 Purpose 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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Multisensory Brand Experiences and Brand Love [PDF]
, 2018 In this chapter, the author examines the most important research in the field of sensory marketing, brand equity and brand love, that has been published over the past thirty years. Firstly, the author accounts for the significance of the five senses and sensory marketing which is regarded as a new marketing paradigm for the 21st century.
Clarinda Rodrigues
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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
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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.
Amaro, Suzanne
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Journal of Product and Brand Management, 2015
Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand.
Frank Huber, Frederik Meyer
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Purpose – This paper aims to investigate the dynamic nature of consumer–brand relationships and, in particular, the passionate dimension of brand love. It explores the relevance of the two dimensions of the identification construct (inner and social self) for the creation of passionate love for a brand.
Frank Huber, Frederik Meyer
exaly +2 more sources
How deep is your love? The brand love-loyalty matrix in consumer-brand relationships [PDF]
Journal of Business Research, 2022 Brand love is an often ignored, yet important dimension in consumer-brand relationships. Especially consumer-brand relationships with masstige brands that are hedonic and symbolic in nature. Using an experimental design (n = 465), this study investigated
Jeandri Robertson +2 more
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Brand love and positive word of mouth: the moderating effects of experience and price [PDF]
Journal of Product and Brand Management, 2016 Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM)
Heikki Karjaluoto, Juha Munnukka
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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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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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