scholarly journals The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rozbeh Madadi ◽  
Ivonne M. Torres ◽  
Reza Fazli-Salehi ◽  
Miguel Ángel Zúñiga
Keyword(s):  
Behavioral Outcomes ◽  
Perceived Similarity ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Likelihood Model ◽  
Ethnic Cues ◽  
Antecedents And Consequences ◽  
The Mind

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study. Findings Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model. Practical implications From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships. Originality/value This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.

The effect of brand personality congruence, brand attachment and brand love on loyalty among HENRY's in the luxury branding sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khyati Shetty ◽  
Jason R. Fitzsimmons
Keyword(s):  
Brand Loyalty ◽  
Brand Personality ◽  
Empirical Support ◽  
Equation Modeling ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Luxury Branding ◽  
Brand Personality Congruence ◽  
The Impact

PurposeThe purpose of this research study is to empirically investigate a hypothesized theoretical framework that captures the impact of brand personality congruence, brand love and brand attachment on brand loyalty in the luxury branding sector.Design/methodology/approachEmpirical data were gathered from 416 millennial shoppers with incomes from US$100,000 and above (High-Earners-Not–Rich-Yet). Structural equation modeling was used to test the hypotheses of the framework developed for the study. Dubai is chosen as the context of the study based on the fact that the luxury brands sector is one of the leading industries in the country, and has a sizeable population of HENRY's.FindingsThe findings of this study revealed that brand personality congruence is a critical determinant of brand love and brand loyalty, suggesting congruence between the consumer's personality and the brand is essential to the luxury branding sector. The study also establishes a relationship between brand attachment and brand loyalty.Research limitations/implicationsThis study offers new empirical support for the proposition that consumers' emotional aspects like brand personality congruence and brand love are critical for enhancing brand loyalty toward luxury. The findings from this study can provide brand managers with a guide to managing their branding strategies and understand the strategic role of these variables on communication strategies for a new emerging segment of the HENRY's customer segment.Originality/valueThis study contributes to luxury branding and a new segment of millennials by examining the relationship between brand personality congruence, brand love, brand attachment and its effect on brand loyalty in the luxury branding context.

scholarly journals Does brand-relationships matter? The role of brand attachment in salesperson performance in retailing

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Flavia Braga Chinelato ◽  
Cid Gonçalves Filho ◽  
Clodoaldo Lopes Nizza Júnior
Keyword(s):  
Organizational Commitment ◽  
Sales Performance ◽  
Equation Modeling ◽  
Brand Relationships ◽  
Salesperson Performance ◽  
Brand Attachment ◽  
Content Type ◽  
The Impact ◽  
The Relationship

Purpose Salesperson performance is accepted as a relevant factor of retailing success. However, scarce studies reveal the relationship between sales performance and brand relationship. The purpose of this study is both, from one side, to empirically demonstrate the impact of salesperson brand attachment (SBA) on sales performance and, on the other side, to identify the mediators of this relationship in small retailing. Design/methodology/approach A survey was conducted with a sample of 206 small retailers from different sectors of an emerging country. The proposed model was tested using partial least squares–structural equation modeling (PLS-SEM) in SmartPLS3. Findings The results demonstrated that SBA is relevant to driving sales performance through two relevant paths – one following SBA–satisfaction–performance and one path following the SBA–commitment–performance. The model was able to explain 63% of the outcome performance. Practical implications Regarding small retailers, where the owners, employees and managers have higher levels of interaction than the large national retail chains, the marketing executives must invest in improving the attachment to the brand and create emotional bonds and cognition between marketers and the brand. They must develop strategies to promote job satisfaction and organizational commitment because they determine performance. Originality/value Despite the relevance of small businesses for economies worldwide and the importance of salesperson brand relationships, no study has been developed to demonstrate the impacts of such relationships on salesperson performance in retailing. Furthermore, in addition to the central role of organizational commitment in the sales research, to the best of the authors’ knowledge, this is the first study to explore how to mediate the relationship between brand attachment and sales performance.

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.

Consumers and their celebrity brands: how personal narratives set the stage for attachment

2020 ◽  
Vol 29 (6) ◽  
pp. 831-847
Author(s):  
Bennie Eng ◽  
Cheryl Burke Jarvis
Keyword(s):  
Personal Narratives ◽  
Professional Lives ◽  
Moderating Effects ◽  
Brand Relationships ◽  
Brand Attachment ◽  
Content Type ◽  
Relationship Norms ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to demonstrate how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e. altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs professional lives in creating attachment and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity. Design/methodology/approach Three online experiments tested the proposed direct, meditating and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs. Findings The results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type and brand attachment. Additionally, personal narratives produce stronger attachment than professional narratives; the celebrity’s source of fame moderates narrative type and attachment; and on-brand narratives elicit higher attachment than off-brand narratives, even when these narratives are negative. Practical implications The authors offer recommendations for how marketers can shape celebrity brand narratives to build stronger consumer attachment. Notably, personal (vs professional) narratives are critical in building attachment, especially for celebrity brands that are perceived to have achieved their fame. Both positive and negative personal narratives can strengthen attachment for achieved celebrity brands, but only if they are on-brand with consumer expectations. Originality/value This research is an introductory examination of the fundamental theoretical process by which celebrity brand relationships develop from brand persona narratives and how characteristics of those narratives influence consumer-brand attachment.

Tequila at home or abroad? paths to brand love and purchase loyalty for hedonic products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Silvia Cacho-Elizondo ◽  
Mary Conway Dato-on ◽  
Tracy Harmon-Kizer
Keyword(s):  
Brand Image ◽  
Strategy Development ◽  
Brand Relationships ◽  
Brand Love ◽  
Content Type ◽  
Segmentation Strategy ◽  
Brand Relationship ◽  
Significant Difference ◽  
The Usa ◽  
The Impact

Purpose This study aims to examine the impact of consumer brand experience on brand love and loyalty toward a favorite tequila brand across Mexico and the USA while advancing marketing strategies to strengthen consumer-brand relationships. Design/methodology/approach Data were analyzed from 906 respondents (348-USA and 558-Mexico) to assess paths to purchase loyalty and test brand relationship hypotheses using partial least squares. Findings Analysis revealed that consumers in both markets demonstrated similar paths from tequila experience to brand love and attitude toward their favorite tequila brand. On the contrary, significant differences in the influence of tequila experience on the brand image were evident. Tequila experience did not have a significant difference between markets on purchase loyalty. Attitude toward the tequila brand had a much stronger influence on brand image for the USA compared to Mexican respondents. Finally, brand love’s influence on purchase loyalty differed significantly between the two markets of respondents. Practical implications Considering different paths to behavioral brand loyalty across markets enables segmentation strategy development to increase repeat purchase and brand allegiance. Results indicate that the brand's image is a strong influencer of purchase loyalty, suggesting opportunities exist for brand managers to consider unique paths toward purchase loyalty. Originality/value This study advances the literature by answering the call for multi-national studies that investigate consumer-brand relationships. Furthermore, the research setting offers insight into consumer-brand relationships and consumption patterns for spirits in a different national context, in this case, the product’s country of origin (Mexico) and its largest market (USA).

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.

Finding desirable post-consumption behaviors

2018 ◽  
Vol 30 (9) ◽  
pp. 2984-3003 ◽  
Author(s):  
Juhee Kang
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Brand Love ◽  
Content Type ◽  
Love Relationships ◽  
Future Behavior ◽  
Premium Price ◽  
Antecedents And Consequences ◽  
Luxury Hotel ◽  
Practical Implications

Purpose The purpose of this paper is to identify the antecedents and consequences of romantic brand love in the luxury hotel context. Design/methodology/approach Data were collected from guests who had stayed at a luxury hotel within the past year and analyzed using structural equation modeling. Findings The findings indicate that uniqueness and hedonic values are a prerequisite of evoking closeness and passionate feelings toward hotel brands, resulting in guests’ advocacy and willingness to pay a premium price. Practical implications This study provides practical implications for luxury hotel marketers by introducing a new angle to understand brand love and suggesting desirable post-consumption behaviors through creating romantic love relationships between guests and hotel brands. Originality/value Research on the multidimensional aspects of luxury value is limited. This study proposes a conceptual model to investigate which luxury values enable guests to fall in love with brands and influence future behavior decisions and identifies opportunities for managerial benefits relating to consumers who are not traditional or frequent visitors to hotels.

Negative outcomes of positive brand relationships

2019 ◽  
Vol 36 (7) ◽  
pp. 986-1002 ◽  
Author(s):  
Kokil Jain ◽  
Isha Sharma
Keyword(s):  
Repeated Measures ◽  
Structural Equation ◽  
Smart Phone ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Relationships ◽  
Negative Experience ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Hate

Purpose This paper aims to understand how strong brand attachment can intensify the feeling of perceived betrayal, leading to brand hate after a negative experience with the brand. The study further investigates how consumers make causal attributions for negative experiences when strong brand attachment exists. The moderating effect of a narcissistic personality in the dissemination of negative electronic word of mouth (eWOM) following brand hate is also tested. Design/methodology/approach The study uses a within-the-subject repeated measures experimental design. A total of 202 college students were exposed to two treatments (high versus no brand attachment), involving a situation of product failure of a smart phone brand. A total of 135 responses were used to compare the outcomes of the two treatments using multivariate analysis. The data of high brand attachment treatment (N = 202) were used to test the proposed research model using partial least square-structural equation modelling. Findings The results suggest that having a strong positive relationship with the brand can generate stronger feelings of perceived betrayal and brand hate after the brand transgresses the consumer’s expectations. The results indicate that resentful customers can resort to eWOM after feeling betrayed, even though the prior relationship with the brand was strong. Originality/value This paper extends the work on perceived betrayal to study brand hate and proposes that brand hate can arise even if there is a strong brand attachment. It contributes to the growing body of literature on brand hate and its possible antecedents. Additionally, the study poses some crucial managerial implications for the brand managers by suggesting that strong brand relationships not always ensure loyalty or commitment and can lead to consequences that are damaging for the brand equity.

Brand Pride in Consumer–Brand Relationships: Towards a Conceptual Framework

2020 ◽  
pp. 097215091987807
Author(s):  
Subarna Nandy ◽  
Neena Sondhi
Keyword(s):  
Conceptual Framework ◽  
Behavioral Outcomes ◽  
Brand Associations ◽  
Review Of Literature ◽  
Brand Relationships ◽  
Conceptual Paper ◽  
Antecedents And Consequences ◽  
Brand Pride ◽  
The Impact ◽  
Transactional Approach

Brands are rapidly moving away from the traditional transactional approach to a relational journey with their users. In most cases, Consumer- Brand Relationships are based on the extent of congruence between individuals and their favourite brands. This paper aims to contribute to this journey and understand the genesis and outcomes of such a relationship wherein the consumer feels “proud” to be associated with his/her brand. Specifically the purpose of the paper is to understand the antecedents and consequences of a less explored construct, Brand Pride. This conceptual paper is based on an extensive and detailed review of literature pertaining to the areas of emotional branding, consumer-brand relationships, pride in brand associations, self-congruence and behavioral outcomes. It also evaluates the impact of a narssistic personality on such relationships. The authors propose a conceptual framework for Brand Pride which would lead to a deeper understanding in the phenomenology of Brand Pride and its subsequent impact on higher order Consumer-Brand Relationships. Crystallization of this concept would lead to invaluable insights in the advancement in emotional branding both for academicians and practitioners, with Brand Pride being the emotion in focus.

Is it love or an identity crisis?

2015 ◽  
Vol 31 (6) ◽  
pp. 9-11
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Brand Names ◽  
Core Knowledge ◽  
Marketing Theory ◽  
Brand Attachment ◽  
Brand Love ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – There are several striking similarities between “brand love” and “brand attachment”. The politics of marketing theory are at work in keeping these constructs away from each other, the literature under scrutiny not only suffers from amnesia, but also from some severe schizophrenic symptoms, and brand attachment and brand love are no more than the same core knowledge product offered under different brand names. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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