“Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used… The purpose of this paper is to close this gap by providing a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love.”
This post was provided by Philipp A. Rauschnable, Assistant Professor of Marketing at University of Michigan-Dearborn, and one of the authors of the study.
Type: Articles & Papers | 1,167 views
Can Consumers Forgo the Need to Touch Products? An Investigation of Nonhaptic Situational Factors in an Online Context
With the growing popularity of online shopping, the effect and importance of touch on people’s intention to purchase is topic on many retailers’ minds. In this paper, academics from University of Evansville and University of North Texas explore.
Type: Articles & Papers | 4,845 views
Research from the University of Mannheim analyzes the antecedents and consequences of brand passion that leads to high emotional consumer-brand relationships.
Type: Articles & Papers | 1,629 views
This paper “investigates feelings of attachment and love through two empirical consumer studies of two different grocery retailer brands.” The findings imply that image, value and social responsibility affect love-levels.
Type: Articles & Papers | 1,710 views
Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers
A study from the Marshall School of Business at University of Southern California, Imperial College London and Vanderbilt University reveals that traditional measurement of brand attitude strength does not completely explain consumer brand attachment. Rather, what we refer to as ‘Loyalty Beyond Reason’ is a better indicator of consumer behavior.
Type: General | 3,857 views
This Teaching Module illustrates the correlation between Lovemarks and influence on purchase behavior, preference, repeat purchase, intention, margin and ROI, and brand value.