Building Brand Love Through Co-creation

2016 ◽  
pp. 515-515
Author(s):  
Georgia Liapati ◽  
George Skourtis ◽  
Ioannis Assiouras ◽  
Nicholas G. Paparoidamis
Keyword(s):  
Brand Love

THE ROLE OF BRAND LOVE IN POLITICAL BRAND PREFERENCE

2018 ◽  
Vol 2018 ◽  
pp. 1016-1016
Author(s):  
Saikat Banerjee ◽  
◽  
Bibek Ray Chaudhuri
Keyword(s):  
Brand Preference ◽  
Brand Love

THE INFLUENCE OF DESIGN ON LUXURY BRAND LOVE

2018 ◽  
Vol 2018 ◽  
pp. 698-698
Author(s):  
Aurélie Hemonnet-Goujot ◽  
◽  
Pierre Valette-Florence
Keyword(s):  
Brand Love ◽  
Luxury Brand

Consumers’ self-congruence with a “Liked” brand

2017 ◽  
Vol 51 (2) ◽  
pp. 367-390 ◽  
Author(s):  
Elaine Wallace ◽  
Isabel Buil ◽  
Leslie de Chernatony
Keyword(s):  
Social Relations ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Large Scale ◽  
Equation Modeling ◽  
Future Research ◽  
Tie Strength ◽  
Brand Love ◽  
Content Type ◽  
Self Image

Purpose Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”. Design/methodology/approach A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling. Findings Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved. Research limitations/implications Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables. Practical implications Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands. Originality/value The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

Viewpoint: What's (Brand) Love Got to do with it?

2013 ◽  
Vol 55 (2) ◽  
pp. 185-186 ◽  
Author(s):  
Jenni Romaniuk
Keyword(s):  
Brand Love

Is one good enough? Gauging brand love using a visual single-item measure

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Salim Moussa
Keyword(s):  
Concurrent Validity ◽  
Rating Scale ◽  
Reliability And Validity ◽  
Theory And Practice ◽  
Single Item ◽  
Brand Love ◽  
Content Type ◽  
Visual Rating ◽  
Product Categories ◽  
Willingness To Forgive

PurposeThough brand love is recognized as being an important marketing topic both for theory and practice, a gap still exists with regard to its operationalization. To bridge this gap, this paper proposes a single-item measure (SIM) that uses a visual rating scale (i.e., a rating scale combining verbal with nonverbal contents).Design/methodology/approachThree studies covering over 700 respondents and examining three international brands over three product categories were conducted to test the new measure.FindingsFindings provide consistent evidence for the reliability and validity of the proposed measure. They also demonstrate that brand love, as gauged by the new SIM, is good in predicting positive word of mouth, willingness to pay a higher price, and willingness to forgive brand mishaps.Research limitations/implicationsThe paper focuses on brand love mainly from a measurement perspective.Practical implicationsThis paper provides a practical and parsimonious tool to measure brand love.Originality/valueExtant SIMs of brand love are less than ordinal, content invalid, of unknown reliability, and of untested concurrent validity. This paper provides academics and practitioners alike with a SIM of brand love that is ordinal, content valid, and tested in terms of reliability and concurrent validity.

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