Type: Articles & Papers | 1,478 views
This paper from Harvard University and Crummer Graduate School of Business compares interpersonal love relationship theory and parasocial love relationship theory to determine which best explains the concept of brand love.
Type: Articles & Papers | 1,846 views
Academics from Foundation University Islamabad, Pakistan, collected data from 265 cell phone customers to ascertain if purchase intentions can be used to predict brand love and word-of-mouth.
Type: Theses & Dissertations | 1,750 views
This Master’s thesis looks at Lovemarks theory and analyzes consumer stories to obtain insight on the drivers behind brand love. It also uses the photo elicitation technique to “evoke feelings, stories, and memories in order to provide a new perspective on the theory of brand love”.
Type: Theses & Dissertations | 1,479 views
This thesis in Spanish from the University of Chile looks at the concept of brand love in Chile and tests the existence of brand love in regard to Chilean services. “It was determined that the love of brands is strongly influenced by a sense of belonging to a community and for consumers to identify that particular brand.”
Type: Articles & Papers | 1,172 views
This paper analyzes how the brand love concept can be derived from interpersonal love, and “shows that perceived product category hedonism has significant positive impact on brand love.”
Type: Articles & Papers | 1,563 views
In this paper from the Journal of Services Marketing, a between-subjects experiment is set up to examine the influence of interpersonal antecedents on brand love in service delivery settings.
Type: Articles & Papers | 1,313 views
This paper from the School of Management, Zhejiang University, establishes a consumer brand love conceptual structure developed specifically on Chinese consumer psychology and tests it with sports’ shoe brands.
Type: Articles & Papers | 1,926 views
In this article recently published in the Journal of Marketing, two quantitative studies conducted by Batra, Ahuvia and Bagozzi reveal that brand love predicts loyalty, word-of-mouth communication and resistance to negative information.
Type: Articles & Papers | 2,412 views
This study examines the effects of rational and emotional advertising strategy on the creation of brand love. It examines how different advertising approaches lead to distinct results for utilitarian and hedonic value based products.
Type: Articles & Papers | 2,044 views
This paper aims to contribute to the current brand and sport marketing literature by conceptualising the relationship between brand image, brand love and loyalty within Australian elite sport. The context for this study is an investigation of Australian football and more specifically its teams.
Type: Articles & Papers | 1,901 views
Bergkvist and Bech-Larsen’s analysis provides valuable insight into the nature of brand love. Brand identification and sense of community both play measurable roles in the development of brand love. This further bolsters the idea that Intimacy and Sensuality are necessary components of a Lovemark.
Type: Articles & Papers | 3,984 views
This paper provides yet more evidence of the similarities between interpersonal love and brand love, thus bolstering the basis of the Lovemarks approach. Lovemarks create priceless value in the same way that interpersonal love creates priceless value.
Type: Articles & Papers | 2,179 views
Dimensions of interpersonal love appear to be linked to the love respondents have for a brand. This paper, which studies French consumers, shows that love for a brand has many similarities to love between people.
Type: Articles & Papers | 2,242 views
Exploring brand love, Carroll and Ahuvia (2006) find that it is greatest for brands which are more hedonic and provide more symbolic benefits. Brand loyalty and positive word-of-mouth are also associated with a consumer’s love of a brand.
Type: News & Media, Resources | 1,038 views
CMO Australia’s Nadia Cameron speaks to Kevin Roberts, executive chairman of Kevin Roberts, on “his views on the role of the CMO, digital disruption and creativity in the face of data-driven marketing”.