Consumer’s love for functional brands: the Aspirin case

2016 ◽  
Vol 10 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Ana Pinto Borges ◽  
Cláudia Cardoso ◽  
Paula Rodrigues
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Equation Model ◽  
Communication Strategy ◽  
Brand Love ◽  
Content Type ◽  
Product Categories ◽  
Brand Engagement ◽  
Positive Word Of Mouth ◽  
First Time

Purpose This study aims to check which scale of love brand developed by Carroll and Ahuvia (2006) or Mohammadian and Karimpour (2014) have better adhesion to the perception of Aspirin love brand, that is, a functional brand. Design/methodology/approach The conceptual models and associated hypotheses are tested with a sample of 321 consumers. Data were analyzed through a structural equation model. Findings The results demonstrate strong relationships between the three antecedents (brand engagement, confidence and overall attitude) and brand love and between brand love and its consequences (brand loyalty, positive word of mouth and brand purchase intention) in both scales. Research limitations/implications The main limitation of the study relates to the sample, which is only of Portuguese consumers and does not match the main socio-demographic characteristics of the population. Therefore, the study should be seen as exploratory on the brand love in the case of functional brands. Practical implications The knowledge that a consumer can establish an emotional relationship with a functional brand, in a highly competitive sector as the pharmaceutical sector, in particular in drugs that are sold without a prescription, can help managers in defining their communication strategy appealing to the emotions and long-term involvement with the consumed. Originality/value Few studies about the background of the brand love and those that exist are linked to hedonic product categories and self-expressive brands. It is the first time that the brand love for a medicine is evaluated.

Exploring the antecedents and consequences of the coffee quality of Starbucks: a case study

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Won Seok Lee ◽  
Jiwoo Jung ◽  
Joonho Moon
Keyword(s):  
Food Quality ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Quality Attributes ◽  
Equation Model ◽  
Amazon Mechanical Turk ◽  
Price Fairness ◽  
Brand Love ◽  
Content Type ◽  
Antecedents And Consequences

PurposeThe purpose of this study is to analyze the influence of coffee quality on brand preference and loyalty using Starbucks as a study subject. The determinants of coffee food healthiness are also investigated.Design/methodology/approachFood quality measures are composed of healthiness, taste, customization, price fairness and convenience. Hygiene and nutrition disclosure were examined as determinants of food healthiness. The highlighted food quality attributes were brand love and brand loyalty. Data were collected using Amazon Mechanical Turk. A total of 431 observations were used for data analysis. A structural equation model was conducted for hypotheses testing.FindingsThe results revealed that healthiness is positively associated with hygiene and nutrition disclosure. Brand love is also significantly influenced by healthiness, taste, customization and price fairness. Moreover, taste and price fairness appeared to be essential determinants of Starbucks brand loyalty.Originality/valueThis study scrutinized food quality in the domain of coffee business, and presented implications for the business. Data collected in this study contributed to the literature by revealing quality attributes of coffee and its determinants and also showing the significant relationship between coffee food quality, brand love and brand loyalty.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Teresa Fernandes ◽  
Inês Inverneiro
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Holistic Model ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
Use Of Social Media

Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Design/methodology/approach Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents. Findings Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

You are what you wear: examining the multidimensionality of religiosity and its influence on attitudes and intention to buy Muslim fashion clothing

2020 ◽  
Vol 24 (1) ◽  
pp. 121-136
Author(s):  
Daniel Tumpal H. Aruan ◽  
Iin Wirdania
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Muslim Women ◽  
Equation Model ◽  
Target Market ◽  
Muslim Country ◽  
Research Subjects ◽  
Content Type ◽  
Five Dimensions ◽  
Managerial Implications

PurposeMuslim fashion clothing has become an attractive market both for marketers and fashion designers. When it comes to faith, religiosity factor becomes important; thus, it should be incorporated as a predictor for consumers' attitude and purchase intention. The purpose of this research is to examine the extent to which religiosity influences consumers' decision making when buying Muslim clothes. This research also examines whether religiosity could be observed from the type of clothes consumers wear.Design/methodology/approachThe research was conducted in Indonesia as it was the most populous Muslim country in the world. Research subjects were Muslim women who wear Muslim clothes, both sharia and non-sharia.FindingsA total of 379 Muslim women respondents participated in the survey. Using the structural equation model, the analysis finds that religiosity has a significant effect on consumers' buying decision, but the mediating influence of affective attitude and self-presentation is only found partially for specific types of clothes. The managerial implications of these findings are discussed in this paper.Practical implicationsFindings of this research would benefit Muslim clothes marketers and designers to correctly approach their target markets. Marketers can infer the religiosity level of consumers from the clothes they wear so that marketers need to provide communication programs with religious messages that could arouse consumers' affective attitudes that ultimately lead to buying decision. Marketers can focus more on handling their target customers based on the type of clothing segment: sharia and non-sharia.Originality/valueThis study discovered that, with respect to Muslim clothes, the five dimensions of religiosity promoted by Faulkner and De Jong (1966) can be reduced to two factors, namely faith and deeds. In addition, this study revealed that religiosity is strongly correlated with the type of clothing consumers wear so that marketers can implement strategies that are suitable for their target market.

scholarly journals Titi INFLUENCES OF BRAND EXPERIENCE, BRAND TRUST, AND BRAND LOVE TOWARD PURCHASE INTENTION BY WORD OF MOUTH AND BRAND LOYALTY AS INTERVENING VARIABLES IN FASHION BRANDED IN EAST SURABAYA

2019 ◽  
Vol 7 (9) ◽  
pp. 106-120
Author(s):  
Titi Murtiningsih Sukarman
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Equation Model ◽  
Brand Experience ◽  
Brand Trust ◽  
Brand Love ◽  
Intervening Variables

The fashion industrial growth is seen from many and many retail shops and modern shopping centers that emerge, especially Surabaya city. Brand has special emotional bond created between consumers and company, so consumer love toward some brand will give positive impacts. This research aims to know influences of brand experience, brand trust, and brand love toward purchase intention by word of mouth and brand loyalty as intervening variables in fashion branded in East Surabaya. The approach used is quantitative method by causal research type. The research samples are fashion branded users of Nike brand in East Surabaya as 190 respondents. The instruments used are questionnaires by using Likert scale. The analysis technique chosen for analyzing data and testing hypothesis in this research The Structural Equation Model (SEM). The research results show that Brand Experience and Brand Trust influence toward Word of Mouth in Fashion Branded in East Surabaya. Brand Experience does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Experience influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Trust influences toward Purchase Intention in Fashion Branded in East Surabaya. Brand Trust does not influence significantly but it has positive influences toward Brand Loyalty in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Word of Mouth in Fashion Branded in East Surabaya. Brand Love does not influence significantly but it has positive influence directions toward Purchase Intention in Fashion Branded in East Surabaya. Brand Love does not influence toward Brand Loyalty. Word of Mouth and Brand Loyalty influence toward Purchase Intention in Fashion Branded in East Surabaya.

The effectiveness of perceived social support in discount stores in Korea

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chanho Song ◽  
Haakon T. Brown ◽  
Rahmatullah Rami Tameez
Keyword(s):  
Social Support ◽  
Customer Satisfaction ◽  
Purchase Intention ◽  
Consumer Satisfaction ◽  
Structural Equation ◽  
Online Survey ◽  
Service Providers ◽  
Equation Model ◽  
Content Type ◽  
Discount Stores

PurposeThe purpose of this study is to bridge the gap in literature to examine social support that customers receive from their relationships with frontline service providers in discount stores.Design/methodology/approachIn total, 381 consumers are accessed through an online survey administered by an online research company in South Korea. The authors use the structural equation model (SEM) technique to test the proposed hypotheses.FindingsSocial support (emotional, instrumental, informational and appraisal) significantly influences customer satisfaction in discount stores. In addition, customer satisfaction significantly influences word of mouth (WOM) and purchase intention.Originality/valueVery few studies have addressed the relationship between social support and consumer satisfaction in the discount store industry. This research helps to understand that social support is a basic consideration for customers of discount stores when they are shopping.

Drivers and outcomes of brand engagement in self-concept for luxury fashion brands

2020 ◽  
Vol 24 (4) ◽  
pp. 589-609
Author(s):  
Munyaradzi W. Nyadzayo ◽  
Lester W. Johnson ◽  
Monica Rossi
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Strong Relationship ◽  
Self Concept ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Engagement ◽  
Positive Word Of Mouth ◽  
Descriptive Survey

PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

scholarly journals Brand love and positive word of mouth: the moderating effects of experience and price

2016 ◽  
Vol 25 (6) ◽  
pp. 527-537 ◽  
Author(s):  
Heikki Karjaluoto ◽  
Juha Munnukka ◽  
Katrine Kiuru
Keyword(s):  
Structural Equation ◽  
Online Survey ◽  
Word Of Mouth ◽  
Equation Modeling ◽  
Extended Model ◽  
Moderating Effects ◽  
Brand Love ◽  
Content Type ◽  
Positive Word Of Mouth ◽  
The Relationship

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) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

Environmental concerns among the entrepreneurs: a disaster resilience and environment building during the second wave of the COVID-19

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bahadur Ali Soomro ◽  
Naimatullah Shah ◽  
Naimatullah Shah
Keyword(s):  
Structural Equation ◽  
Equation Model ◽  
Environmental Concerns ◽  
Disaster Resilience ◽  
Cross Sectional ◽  
Content Type ◽  
First Time ◽  
Second Wave ◽  
The Waves ◽  
Positive Effect

Purpose Nowadays, nearly the whole globe is confronting a severe threat of the COVID-19. The purpose of this paper is to explore the predictors of environmental concerns during the COVID-19 among the entrepreneurs during a second pandemic wave. Design/methodology/approach The deductive approach is applied based on cross-sectional data. An online response is gotten from entrepreneurs of Pakistan. A convenience sampling is applied to target the entrepreneurs. In total, 220 usable answers ensue for the outcome. The structural equation model (SEM) is used for the assessment of hypotheses. Findings The results of this study highlight a significant and positive effect of uncertainty of COVID-19 (U19), Perceived vulnerability (PV), Risk perception of COVID-19 (RP) and Fear of COVID-19 (F19) on environmental concerns (EC) among the entrepreneurs. Practical implications The research outcomes would provide the guidelines to policymakers and planners to develop the policies for reducing the fear, vulnerability, risk and uncertainties during the waves of the COVID-19. The findings of the study would make disaster resilience which COVID-19 creates. The results would provide the re-built environment guidelines by reducing fear, vulnerability, risk and uncertainties. Besides, the findings would help provide the knowledge and practical aspects of disasters in terms of anxiety, exposure, risk and uncertainties, which are hazardous for humans and the environment. Originality/value This study provides the empirical evidence which is the first time conducted among the entrepreneurs. Besides, this study highlights the predictors such as fear, vulnerability, risk and uncertainties towards EC in the COVID-19 scenario.

Authenticity as an antecedent of brand image in a positive emotional consumer relationship: the case of craft beer brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Rodrigues ◽  
Ana Pinto Borges ◽  
Ana Daniela Ferreira Antunes de Sousa
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Well Being ◽  
Brand Love ◽  
Content Type ◽  
Brand Authenticity ◽  
Craft Beer ◽  
First Time ◽  
Brand Satisfaction

PurposeThis study, based on craft beer brands, aims (1) to explain the importance of four brand authenticity dimensions (continuity, originality, reliability and naturalness) in consumers' perceptions of brand image; (2) to verify if the brand–consumer emotional relationship (brand love) is enhanced by the consumer's perceptions of the brand's image; (3) to verify if the consumer's perceptions of the brand's image increase brand satisfaction; and (4) to verify if brand satisfaction increases brand love.Design/methodology/approachData were collected from consumers of different craft beer brands to evaluate the assumptions underlying the proposed conceptual model. In total, 175 questionnaire responses were used, and the model was estimated through structural equation modelling (SEM) with partial least squares (PLS).FindingsThe results confirmed that brand authenticity is a strong antecedent of the brand image of craft beers, and that brand image affects both consumer brand satisfaction and brand love. The effect of brand satisfaction on brand love has also been confirmed. Craft beer brands should aim to attract more fan-consumers, i.e. consumers who seek an emotional relationship that manifests itself in affection, beauty, well-being and long-term commitment. Fan-consumers give their hearts/love and recommend the brand.Originality/valueThe paper tries to fill two gaps in the literature. First, we make the initial empirical application of the Bruhn et al. (2012) scale and verify its adequacy in this context. Second, this is the first time that the model's design has been validated. The results allow us to confirm that authenticity is an antecedent of brand image, and its simultaneous impact on the consumer's brand love for, and satisfaction with, craft beer brands.

Do value cocreation and engagement drive brand evangelism?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paul Harrigan ◽  
Sanjit K. Roy ◽  
Tom Chen
Keyword(s):  
Social Media ◽  
Customer Value ◽  
Structural Equation ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Brand Advocacy ◽  
Value Cocreation ◽  
Service Logic

PurposeDrawing on service logic, the authors investigate how value cocreation leads to evangelical brand-related behaviors (brand defense and brand advocacy). The authors analyze the interplay between value cocreation and customer brand engagement on social media in driving these outcomes. The authors also consider the role of brand love in eliciting evangelical brand-related behaviors.Design/methodology/approachRespondents recruited through Amazon MTurk were surveyed on social media use in tourism-related decisions. The total useable sample size was 397. Partial least squares structural equation modeling (PLS-SEM) was used to test the research model.FindingsValue cocreation and customer brand engagement are drivers of evangelical brand-related behaviors, emphasizing the importance of these two in marketing and how they drive behavioral outcomes.Research limitations/implicationsService logic highlights the significance of value cocreation which, through customer brand engagement and love, leads to brand defense and advocacy. This explains the mediation in our model, where marketers must undertake efforts to support customer brand engagement and brand love.Practical implicationsValue is created by the user for the user through their experiences over time. Brands are owned by customers, and their defense and advocacy of them must be earned. Marketers facilitate customer value creation by providing the resources to cocreate value and love the brand.Originality/valueMost studies investigate value cocreation from an in-role and/or extra-role perspective as to how it benefits firms. Through service logic, the authors illustrate how it leads to evangelical brand-related behaviors.

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