An investigation of antecedents and consequences of brand love in India

2015 ◽  
Vol 7 (3) ◽  
pp. 174-196 ◽  
Author(s):  
Ruchi Garg ◽  
Jaydeep Mukherjee ◽  
Soumendu Biswas ◽  
Aarti Kataria
Keyword(s):  
Design Methodology ◽  
Affective Commitment ◽  
Citizenship Behavior ◽  
Brand Experience ◽  
Brand Love ◽  
Content Type ◽  
Brand Reputation ◽  
Antecedents And Consequences ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this paper is to explore the factors that drive consumer love toward a brand and the opportunities a consumer’s love create for a brand in India. Design/methodology/approach – A total of 23 in-depth interviews were conducted with consumers. The interview transcripts were analyzed through thematic analysis using qualitative software Nvivo10. Findings – This paper proposes a conceptual model where respect, brand experience, and brand reputation have been identified as factors driving brand love and affective commitment, consumer citizenship behavior, repurchases intention, consumer forgiveness, and attitude toward the extension as outcomes of brand love. Practical implications – Consumers bond with brand helps in mitigating the feelings of transgressions by the brand, and also protects brand from negative word of mouth. Consumers who are in love with a brand show positive attitude toward its extensions. These results provide pointers to brand managers on how to protect and expand the business. Originality/value – The extant brand love research seems to be solely in the western context. To the best of the author’s knowledge, this is the first study of its kind that empirically investigates antecedents and consequences of brand love in India.

Brand love in emerging market: a qualitative investigation

2014 ◽  
Vol 17 (4) ◽  
pp. 481-494 ◽  
Author(s):  
Abhigyan Sarkar
Keyword(s):  
Design Methodology ◽  
Emerging Market ◽  
Hedonic Consumption ◽  
Brand Love ◽  
Content Type ◽  
Asian Market ◽  
Antecedents And Consequences ◽  
Qualitative Exploration ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this article to explore the nature of brand love, the antecedents and consequences of brand love and the obstacles to brand love in the context of Asian market. Brand love is an emerging concept in the domain of consumer psychology. It has been regarded as the motivating force behind contemporary hedonic consumption. Yet little qualitative exploration has been done to understand brand love especially in the context of emerging Asian market. Design/methodology/approach – This article is grounded in consumers’ everyday experiences of loving particular brands. Semi-structured depth interviews have been conducted. Findings – Based on the findings of the depth interviews, a conceptual framework has been developed showing the antecedents and consequences of brand love. This study also throws light on the specific psychological phenomenon of the emerging market consumers. The findings form the basis for a discussion of the theoretical and practical implications of brand love in the context of emerging economy. Originality/value – Value of this article lies in developing a grounded theory of brand love in the context of emerging Asian market.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

Development idiosyncratic deals and career success

2016 ◽  
Vol 21 (1) ◽  
pp. 19-30 ◽  
Author(s):  
Sylvie Guerrero ◽  
Hélène Jeanblanc ◽  
Marisol Veilleux
Keyword(s):  
Career Success ◽  
Design Methodology ◽  
Career Planning ◽  
Hierarchical Level ◽  
Objective Measures ◽  
Idiosyncratic Deals ◽  
Content Type ◽  
Positive Effects ◽  
Antecedents And Consequences ◽  
Practical Implications

Purpose – The purpose of this paper is to rely on the sponsored-mobility perspective of career success (Turner, 1960) to explore the antecedents and consequences of development idiosyncratic deals (i-deals). The authors position career planning as an antecedent of development i-deals, and subjective and objective measures of career success as an outcome. Design/methodology/approach – The authors led a two-wave study among a sample of 325 engineers to test the research hypotheses. Findings – Results support the hypotheses. Development i-deals are positively related to three objective measures of career success (e.g. promotions, hierarchical level, and salary) and one subjective measure of career success (e.g. career satisfaction). Practical implications – The results offer new perspectives to practitioners who want to better manage the careers of their talented employees by highlighting the positive effects of development i-deals on career success. Originality/value – This paper relates i-deals to the field of careers.

The anatomy of the inconspicuous luxury fashion experience

2018 ◽  
Vol 22 (1) ◽  
pp. 129-156 ◽  
Author(s):  
Marian Makkar ◽  
Sheau-Fen Yap
Keyword(s):  
Consumer Behavior ◽  
Relationship Marketing ◽  
Design Methodology ◽  
Exploratory Research ◽  
Symbolic Consumption ◽  
Content Type ◽  
Starting Point ◽  
Managerial Implications ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to address the following questions: how do consumers construct meaning around their inconspicuous luxury fashion experiences? What desires do inconspicuous consumers strive to fulfill? What sentiments do they associate with their inconspicuous luxury fashion consumption? Design/methodology/approach This exploratory research begins with a netnographic study of 11 online luxury blogs followed by in-depth interviews and home observations of ten luxury consumers with inconspicuous preferences in Dubai. Findings Inconspicuous choices are not simply for associative or dissociative motivations but several symbolic consumption schemas come into play. A typology of inconspicuous luxury fashion consumers has emerged: fashion influencers, trendsetters, fashion followers, and luxe conservatives. Practical implications The findings have potential to yield important managerial implications for fashion retailers and brand communications. The typology of inconspicuous consumers provides a basis for developing a more targeted relationship marketing program for luxury fashion brands. Originality/value This research advances luxury knowledge in fashion and consumer behavior research by unveiling how consumers construct meanings around their inconspicuous consumption. The typology developed in this study marks the starting point for further extensions to explore the complexities of inconspicuous luxury consumers, which are grounded in the roles they take on in society, how they plan their luxury consumption journey and how they eventually use these possessions for self-identification and communication to others.

Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clement Nangpiire ◽  
Joaquim Silva ◽  
Helena Alves
Keyword(s):  
Design Methodology ◽  
Hospitality Industry ◽  
Document Analysis ◽  
Tourism Industry ◽  
Theory And Practice ◽  
Customer Engagement ◽  
Analysis Framework ◽  
Content Type ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe customer as an active and engaged value co-creator raises new challenges for theory and practice, especially in the hospitality industry. However, the connection between engagement and co-creation is little studied in the hotel/tourism literature. This paper proposes a connection between customer engagement (CE) and value co-creation frameworks to ascertain and depict the internal actors' activities and factors that foster or hinder guests' co-creation and destruction of value.Design/methodology/approachThe researchers used qualitative methods (35 in-depth interviews, document analysis and four observation sessions) in seven regions of Ghana to explore the customer's perspective. Data were analyzed with NVivo11 within a thematic analysis framework.FindingsThe findings suggest that positive and negative engagement fosters or hinders guests' interactions, which lead to value co-creation or destruction. The research also discovered that negative interactions occasioned by any factor or actor trigger value destruction at multiple stages of the experience journey.Practical implicationsIndustry players can use the framework developed to assess their businesses, explore and reflect on the proposed value they aim to generate, and thus be more aware of how they can better facilitate value co-creation with their consumers and avoid value destruction.Originality/valueThis research proposes a novel connection between customer interactions, engagement and value co-creation to ascertain and depict the internal actors' activities and factors that foster or hinder customers' experience in the hotel/tourism industry.

Innovation capability: a systematic literature review

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrea Mendoza-Silva
Keyword(s):  
Design Methodology ◽  
Web Of Science ◽  
Relevant Literature ◽  
Extensive Literature ◽  
Innovation Capability ◽  
Firm Level ◽  
Content Type ◽  
Design And Implementation ◽  
Antecedents And Consequences ◽  
Practical Implications

PurposeInnovation is considered an important stage in the process of competitiveness of companies. While there is an extensive literature in the management and innovation field that shows the characteristics that enhance a firm's ability to innovate, there is still no consensus on its determinants and nature. This study aims to advance the understanding of innovation capability (IC) by conducting a systematic review of relevant literature at the firm level.Design/methodology/approachThe study reviews the literature by applying the categorization and contextualization of qualitative strategies. The study gathered 137 peer-reviewed papers from Scopus and Web of Science databases.FindingsThe papers were analysed and synthesized into an integrated framework that links IC with its internal and external determinants, and its consequences. In doing this, this study proposes directions for future investigations that might enlighten a better understanding of IC.Practical implicationsThe study provides elements that can be useful during the design and implementation of innovative initiatives in a firm.Originality/valueThe paper jointly examines in the same model the nature, antecedents and consequences of IC. In the same vein, the framework provides the little-researched links between those themes in the IC literature.

Studying green consumer behavior through multiple lenses in a developing country

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aradhana Vikas Gandhi
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Social Factor ◽  
Family Influence ◽  
Purchase Behavior ◽  
Social Concern ◽  
Content Type ◽  
Concurrent Study ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe study aims to explore the parameters that affect the purchase behavior of green consumers.Design/methodology/approachA mixed methodology concurrent study was adopted involving questionnaire-based empirical study along with a qualitative study to capture the lived experiences of the respondents. Inferences were drawn to understand green consumer behavior in a holistic way.FindingsWhile conducting in-depth interviews, many recurring themes emerged, such as environmentally friendly, health-conscious, price, government initiatives, youngsters' inclination, general awareness, family influence/traditions, quality, advertisement and social concern. A concurrent quantitative study was conducted, which established altruism, environmental awareness and social factor and influence as significant parameters, which had an impact on green consumer behavior.Practical implicationsWhile designing green products, this study will enable marketers to innovate their products and services based on the intricate insights that have come out of the study.Originality/valueThe study seeks to give deep insights into green consumer behavior that may help academics and marketers to understand the phenomenon better.

Emotional comprehension of a name-brand coffee shop: focus on lovemarks theory

2019 ◽  
Vol 31 (3) ◽  
pp. 1046-1065 ◽  
Author(s):  
HakJun Song ◽  
So Young Bae ◽  
Heesup Han
Keyword(s):  
Brand Loyalty ◽  
Design Methodology ◽  
Emotional Experiences ◽  
Coffee Shop ◽  
Brand Love ◽  
Content Type ◽  
Structural Relationships ◽  
And Performance ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose This study aims to identify the structural relationships among the drivers of lovemarks (mystery, sensuality, intimacy, trust, reputation and performance), lovemarks (brand love and brand respect) and loyalty of a name-brand coffee shop. Design/methodology/approach To this end, a self-administered questionnaire survey was conducted, and after eliminating the outliers, a total of 401 data were analyzed using the SPSS and AMOS statistical packages. Findings The results of the current study indicate that both customers’ brand love and respect are positively related to their brand loyalty and sensuality, intimacy, trust among drivers of lovemarks directly affecting their brand loyalty, suggesting that the theory of lovemarks is useful to understand the process of generating brand loyalty. Moreover, it was revealed that reputation and performance are significant antecedents of brand respect, while mystery, sensuality and intimacy are important to explain brand love. Practical implications The present research informed that effectively dealing with two constituents of lovemarks (brand love and brand respect) are of utmost importance in building patrons’ brand loyalty. In addition, patrons’ cognitive and emotional experiences should be improved to boost the level of loyalty for a name-brand coffee shop. Originality/value This study made a contribution to the literature by conceptually and empirically evaluating lovemarks’ dimensions simultaneously in the name-brand coffee shop environment. In addition, this research was the first attempt to explicate loyalty formation for a name-brand coffee shop by using the lovemarks theory.

scholarly journals Police officers’ experiences as victims of hate crime

2018 ◽  
Vol 41 (5) ◽  
pp. 526-538 ◽  
Author(s):  
Rob C. Mawby ◽  
Irene Zempi
Keyword(s):  
Thematic Analysis ◽  
Police Officers ◽  
Design Methodology ◽  
Hate Crime ◽  
Police Training ◽  
Personal Characteristics ◽  
Small Sample ◽  
Content Type ◽  
Depth Interviews ◽  
Practical Implications

PurposeThe purpose of this paper is to fill a research and literature gap by examining the nature and impact of hate crime victimisation on police officers, and their responses to it. The research explores victimisation due to the occupational stigma of policing and the personal characteristics and identities of individual officers.Design/methodology/approachThe research design is qualitative, based on 20 in-depth interviews with police officers in one English police force. Thematic analysis was applied to the data.FindingsAll participants had experienced hate crime arising from their occupational or personal identities. Initially shocked, officers became desensitized and responded in different ways. These include tolerating and accepting hate crime but also challenging it through communication and the force of law.Research limitations/implicationsThis research is based on a small sample. It does not claim to be representative but it is exploratory, aiming to stimulate debate and further research on a contemporary policing issue.Practical implicationsIf further research works were to confirm these findings, there are implications for police training, officer welfare and support, supervision and leadership.Originality/valueThe police occupy a problematic position within hate crime literature and UK legislation. This paper opens up debate on an under-researched area and presents the first published study of the hate crime experiences of police officers.

scholarly journals Myths about HIV and AIDS among serodiscordant couples in Malawi

2017 ◽  
Vol 69 (3) ◽  
pp. 278-293
Author(s):  
Kondwani Wella ◽  
Sheila Webber ◽  
Philippa Levy
Keyword(s):  
Design Methodology ◽  
Real Life ◽  
Hiv And Aids ◽  
Serodiscordant Couples ◽  
Content Type ◽  
Analyse Data ◽  
Information Providers ◽  
Aids Information ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to report on research that uncovered myths about HIV and AIDS held by serodiscordant couples in Malawi, and the sources of these myths. The paper reflects on how the myths affect serodiscordant couples’ engagement with HIV and AIDS information. Design/methodology/approach Van Manen’s (1997) approach to analysis of phenomenological data was used to analyse data from in-depth interviews conducted in Malawi with 21 serodiscordant couples and three individuals who had separated from their partners because of serodiscordance. Findings Serodiscordant couples in Malawi believe and hold on to some inaccurate HIV and AIDS information that can be seen as “myths”. Some of these myths are perpetuated by official HIV and AIDS information when it is translated into the local languages. Other myths derive from social norms of the societies where the couples live. Practical implications The findings of this paper have practical implications for how HIV and AIDS information providers should engage with target audiences to understand the origins of the myths they hold. The findings also imply that some myths have technical, religious, moral and cultural bases which need to be addressed before challenging the myth itself. Originality/value Using real-life descriptions of experiences of HIV and AIDS information provided by serodiscordant couples, the authors reveal how myths can affect engagement with the information. The authors make recommendations on how to address myths in ways that contribute to a positive experience of HIV and AIDS information by serodiscordant couples.

Sign in / Sign up

Export Citation Format

Share Document