scholarly journals Consumer Brand Love for Luxury Brands in India

2020 ◽  
Vol 68 (1) ◽  
pp. 189-197 ◽  
Author(s):  
Maria Kostritsa ◽  
Hildegard Liebl ◽  
Rupert Beinhauer ◽  
Jana Turčínková
Keyword(s):  
Willingness To Pay ◽  
Brand Loyalty ◽  
Word Of Mouth ◽  
Price Premium ◽  
Future Research ◽  
Positive Word ◽  
Luxury Brands ◽  
Convenience Sample ◽  
Brand Love ◽  
Positive Word Of Mouth

To establish brand love as the strongest bond between consumer and brand is a valuable target: different approaches explaining the antecedents of brand love can be found in literature. Concerning the outcome, most authors conclude on some positive relations towards brand loyalty, the willingness to pay a price premium and spreading positive word of mouth. Because of the growing importance of the luxury industry especially in emerging markets, this study investigates on the existence of brand love for luxury brands in the Indian market where so far, no quantitative research about brand love for luxury goods exists. The objective of this study is to research if Indian luxury brands are subject of brand love, and in case of existence, what kind of outcome is related to this phenomina. Data was collected via online questionnaire in May and June 2018. The sample was a non-probability convenience sample (n = 164) from Indian consumers. Relying on a modified model created by Carroll and Ahuvia (2006) a correlation analyses proved the relations between brand love, self-expressive brands, brand loyalty, positive word of mouth and the willingness to pay a price premium. An exploratory factor analyses which was carried out later suggests the adoption of a new three factor structure of brand love for future research in the context of high hedonic product categories.

scholarly journals What Is Love? Exploring the Meaning of Brand Love and its Role in Determining Brand Loyalty

2020 ◽  
Vol 13 (2) ◽  
pp. 54-65
Author(s):  
Chantal Mahlke ◽  
Sarah Lahmeyer ◽  
Ellen Roemer
Keyword(s):  
Brand Loyalty ◽  
Cultural Context ◽  
Word Of Mouth ◽  
Qualitative Approach ◽  
Measurement Scale ◽  
Positive Word ◽  
Direct Effects ◽  
Brand Love ◽  
Positive Word Of Mouth ◽  
The Relationship

This paper measures brand love of smartphones in a specific cultural context. It assesses and compares the effects of brand love and satisfaction on brand loyalty and positive word-of-mouth. The authors use a qualitative approach to select and adapt a measurement scale of the brand love construct for Germany. They use a quantitative study to evaluate the relationships between brand love, satisfaction, brand loyalty and positive word-of-mouth for the case of smartphone brands. Brand love measurement needs to be adapted to the German context. Brand love has a higher impact than satisfaction on brand loyalty and positive word-of-mouth for smartphones. Brand love partly mediates the relationship between satisfaction and brand loyalty as well as positive word-of-mouth. The brand love construct has been tested in a specific cultural context, in this case, Germany. Scale development efforts have to be dedicated to the verification and/or adaptation of the construct to other cultural environments like Latin America. Practitioners should include the measurement of brand love in addition to satisfaction in order to predict brand loyalty. The adaptation of the brand love construct to a specific cultural context has been ignored in previous literature. The comparison of the direct effects of brand love and satisfaction as well as the indirect effects of brand love have been neglected so far. 

How relationship value and quality motivate positive word-of-mouth behaviour

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chukwunonso Oraedu
Keyword(s):  
Relationship Quality ◽  
Word Of Mouth ◽  
Causal Effect ◽  
Future Research ◽  
Positive Word ◽  
Content Type ◽  
Relationship Value ◽  
Survey Strategy ◽  
Positive Word Of Mouth ◽  
The Relationship

PurposeThis paper explores the reasoning surrounding relationship value and quality, and further provides a blueprint on how positive word-of-mouth behaviour can be promoted through different routes.Design/methodology/approachSurvey strategy was employed with focus on quantitatively developed questionnaires. Informants were recruited through mall intercept. All diagnostic tests, path analyses and, by implication, research hypotheses were conducted using the SEM-PLS technique.FindingsAll the hypothesized relationships were supported. Relationship value directly relates to trust, satisfaction and word-of-mouth behaviour. Value was also indirectly related to word-of-mouth behaviour through the relationship quality construct, but trust stood-out as a better mediator. Trust and satisfaction also came out as antecedents of positive word-of-mouth behaviour.Research limitations/implicationThe relationship between relationship value and the relationship quality construct remains largely under-researched in literatures. This paper serves as a springboard for future research projects to extend understanding on how both constructs interact especially in a Business-to-Consumer (B2C) level. In addition, the paper offers a comprehensive insight on the behaviour of the relationship quality construct when it is tested as a mediator in a causal–effect model.Practical implicationsThis study holds that by engineering superior value, a telecom provider is better positioned to build a sound relationship quality network and stimulate positive word-of-mouth through different routes.Originality/valueGiven the dearth of research on this area, this paper represents the first attempt to map out relationship value as an antecedent of relationship quality and word-of-mouth behaviour on a B2C level, and simultaneously explore the direct and indirect behaviour of both constructs in promoting word-of-mouth behaviour in a non-Western setting.

The ties that bind? Online musicians and their fans

2015 ◽  
Vol 27 (2) ◽  
pp. 168-190 ◽  
Author(s):  
Kate Daellenbach ◽  
Rachael Kusel ◽  
Michel Rod
Keyword(s):  
Word Of Mouth ◽  
Negative Relationship ◽  
Future Research ◽  
Purchase Intent ◽  
Positive Word ◽  
Content Type ◽  
Music Acquisition ◽  
Positive Word Of Mouth ◽  
Practical Implications ◽  
Illegal Downloading

Purpose – The purpose of this study is to examine the relationships between musician’s social network sites (SNS), the tie that fans may develop via these sites, and music acquisition, via legal and illegal means. Design/methodology/approach – A quantitative approach was taken, gathering 352 responses from young adults via an online survey. Findings – Perceptions of interactivity and sincerity on musicians’ SNS are found to lead to stronger ties, enhancing the fan’s feeling of closeness to the musician, the fan’s inclination to spread positive word-of-mouth, and the time a fan spends on the site. Pathways are found between the fan activity, sense of closeness and time spent on the SNS. In terms of acquisition, the tie strength indicator of time spent on the SNS holds a positive relationship with purchase intent. While a sense of closeness holds a negative relationship to illegal downloading activity, the fan’s activity recommending the musician has a positive influence on illegal downloading. Research limitations/implications – Limitations of this study include a limited amount of information on the musician and extent of fandom, suggesting future research to tease out the effects of SNS on fans with varying levels of existing commitment to musicians. Practical implications – Stronger ties between fans and musicians may be developed via interactive and sincere SNS. Activities which encourage the fan to give recommendations and spread positive word-of-mouth are especially influential in driving purchase intent. Originality/value – These results provide theoretical and practical implications in relation to how SNS may influence the online fan-celebrity “tie” and music acquisition – three elements which have not to date been examined.

scholarly journals PENGARUH KEMUDAHAN PENGGUNAAN, NILAI TIDAK TERGANTIKAN, KUALITAS SISTEM, KESADARAN TEKNOLOGI DAN DESAIN VISUAL TERHADAP POSITIF WORD OF MOUTH DAN NIAT PEMBELIAN ULANG DENGAN MEDIASI LOYALITAS MEREK

2020 ◽  
Vol 15 (1) ◽  
pp. 65-77
Author(s):  
Ali Wardhana ◽  
Yulia Yulia
Keyword(s):  
Brand Loyalty ◽  
Word Of Mouth ◽  
Positive Word ◽  
Repurchase Intention ◽  
System Quality ◽  
Value System ◽  
Policy Makers ◽  
Quality Technology ◽  
Positive Word Of Mouth ◽  
The Impact

Nowadays smartphones have become a necessity, so policy makers need to understand usage, irreplaceable value, system quality, technological awareness and visual design of repurchase commitments and positive word of mouth with mediating brand loyalty. By knowing the impact, companies, especially those who are increasing growth slowdown can use it to acquire new consumers and also increase repurchases. The results showed that only 2 variables could be used to increase positive word of mouth and repurchase goals mediated by brand loyalty, namely system quality and technological awareness. This study also shows that the use and value that is irreplaceable is considered irrelevant in increasing brand loyalty considering that smartphones have become a widely used product every day with a variety of products that are marketed.Keyword: System Quality ; technology consciousness; brand loyalty ; repurchase intention ; positive WOM

Brand Community Satisfaction for Lurkers and Posters

2020 ◽  
pp. 0-6:06 minutes
Author(s):  
Caitlin McLaughlin
Keyword(s):  
Brand Loyalty ◽  
Word Of Mouth ◽  
Purchase Intentions ◽  
Positive Outcomes ◽  
Positive Word ◽  
Brand Community ◽  
Community Members ◽  
Brand Communities ◽  
Brand Engagement ◽  
Positive Word Of Mouth

Brand communities are extremely important to marketers because they lead to a variety of positive outcomes, including higher levels of brand loyalty, positive word-of-mouth, purchase intentions, brand engagement, etc. Because of this, brand community managers want to ensure that members have a positive experience when they join and participate in these communities. This module introduces brand communities, the various types of brand community members (i.e., lurkers and posters), and what these lurkers and posters expect when they join a brand community. Then, we discuss whether or not those expectations are satisfied – and implications for brand community managers.

scholarly journals Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love

2016 ◽  
Vol 8 (1) ◽  
pp. 19-37 ◽  
Author(s):  
Maisam Shirkhodaie ◽  
◽  
Mahsa Rastgoo-deylami ◽  
Keyword(s):  
Word Of Mouth ◽  
Positive Word ◽  
Brand Love ◽  
Value Congruity ◽  
Positive Word Of Mouth

scholarly journals The impact of Brand Trust, Love and Passion on Positive Word of Mouth

2019 ◽  
Vol 7 (2) ◽  
pp. 1-10
Author(s):  
Dr. Muhammad Zeeshan ◽  
◽  
Mishal Nafees ◽  
Bilal Mustafa
Keyword(s):  
Word Of Mouth ◽  
Positive Impact ◽  
Research Problem ◽  
Positive Word ◽  
Brand Trust ◽  
Convenience Sample ◽  
Competitive Edge ◽  
Relationship Of ◽  
Positive Word Of Mouth ◽  
The Impact

Brands try to initiate and build strong relationships with their customers in order to overcome the rising local and international competition in apparel and other industries. Previous research suggests that brand addiction is one of the most significant ways through which consumer engage with brands. Meanwhile, it is a sort of consumer-brand relationship by which brands could enable themselves to build and sustain strong long-term relationships in order to get competitive edge over other business rivalries in the market. The purpose of this study is to demonstrate the relationship of brand addiction with some of its possible antecedents and outcomes. In order to address the research problem, data have been collected from a convenience sample in apparel industry of Pakistan. Multiple regression analysis has been used in order to analyze the results. Findings suggest that brand trust is positively correlated with brand addiction whereas brand love and brand passion do have positive impact on brand addiction that will lead to generate positive word of mouth. Moreover, this research contributes in the existing literature of marketing, as well as provides favorable insight to the practitioners and marketers.

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