Posts Tagged ‘brand love’

Type: Articles & Papers, Resources | 784 views

letsgetengaged_thumb

Make Brand Love, Not War: The Power of Combining Explicit and Implicit Brand Attitude Measurement to Detect Brand Affection

This “paper presents two studies that combine implicit and explicit measures of brand attitude with regard to two major brands (Coca-Cola and Adidas) and two different consumer brand touch points. [The] results show that implicit and explicit brand attitudes significantly differ regarding the analyzed brands and the analyzed brand touch points.”

Type: Articles & Papers, Resources | 348 views

Computers in Human Behavior

Spreading Love Through Fan Page Liking: A Perspective on Small Scale Entrepreneurs

“The study reveals a positive relationship between “liked” brands on Facebook fan-page and brand love. Further, the study finds that liking the fan pages is essentially converted into WOM, and it results into purchase proposition.”

Type: Articles & Papers, Resources | 415 views

Journal of Business and Social Research

Young Consumers and their Brand Love

“The current study aims to extend the discussion of the brand experience dimensions and to form the brand love, focusing on the members of the youngest consumer segment.”

Type: Articles & Papers, Resources | 887 views

IEEE

Can We Rank Emotions? A Brand Love Ranking System for Emotional Terms

“In this paper we examine customers’ emotional attachment to a brand name utilizing content extracted from social media. More specifically, we consider the emotions associated to brand love appearing in the form of terms in users’ Twitter posts.”

Type: Articles & Papers, Resources | 448 views

Amherst

How to Capture Tourists’ Love for a Place: Methodological and Technological Solutions

“A potential expansion of the brand love concept could be “place brand love,” and it will be argued that qualitative methods may be the most effective way to research this area in a tourism context and may serve as a catalyst to deeper insights than would be possible with quantitative methods alone.”

Type: Resources, Theses & Dissertations | 767 views

University of Twente

Falling in Love With Your Favourite Brand: Relationship Between Brand Consciousness, Public Self-Consciousness, and Brand Love Intensity

investigates what types of consumers could fall in love with their favourite brand and therefore examines to what extent brand consciousness and public self-consciousness influence consumers’ level of brand love intensity. Besides, this study investigates the role of brand visibility in brand love relationships.

Type: Articles & Papers, Resources | 889 views

Ideas in Marketing

CO-Creation and Brand Love: Developing a Theoretical Framework

“The objective of this study is to develop a conceptual model of co-creation and brand love. The main contribution of the present study is that is suggests both a direct impact of co-creation on brand love sub-dimensions as well as an indirect one through quality.”

Type: Articles & Papers, Resources | 503 views

Psychology & Marketing

Is It Really Love? A Comparative Investigation of the Emotional Nature of Brand and Interpersonal Love

“Building on dimensional emotional theories, this study compared the emotional nature of brand love against interpersonal love, interpersonal liking, and brand liking, using a mixed-method approach.”

Type: Articles & Papers, Resources | 793 views

Ideas in Marketing

Consumer Behavior: How the “Brand Love” Affects You

“…This paper aims to examine how the antecedents of “Brand Love”, brand identification and sense of community influence loyal behavior and willingness to pay a higher price for “Brand Love”.” Structural equation modeling is used to analyze data collected for brands Zara and Modalfa.

Type: Articles & Papers, Resources | 826 views

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What Brands Do Consumers Love? – A Study of Fashion Brands and Food Brands

“The purpose of this study is to carry this concept of brand love a step further and see if there are any differences in it if we look at different categories of brands.”

Type: Articles & Papers, Resources | 747 views

Marketing

You Like Chocolate and I Love Mrs. Godiva: How the Perceived Level of Anthropomorphism Drives Brand Love

“In this paper we establish that anthropomorphism has a very strong relationship with brand love. More specifically, we seek to understand which aspects of brand love are most influenced by anthropomorphism.”

Type: Articles & Papers, Resources | 830 views

Journal of Consumer Marketing

What Type of Relationship Do We Have With Loved Brands?

“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.”

Type: Articles & Papers, Resources | 1,083 views

Marketing Letters

Falling In Love With Brands: A Dynamic Analysis of the Trajectories of Brand Love

“This article presents a study designed to investigate and map the trajectories of brand love. Consumers described experiences related to the initiation and evolution of their relationships with their most loved brand.”

Type: Articles & Papers, Resources | 939 views

Ingenta Connect

Romantic Brand Love: A Conceptual Analysis

This article from The Marketing Review looks at ‘romantic brand love’, a unique facet of brand love that is stimulated by specific themes, products and brand symbolism in advertising. It also outlines the structure of romantic brand love and looks at how it is developed.

Type: Insights & Ideas | 1,301 views

Super-market

Need vs Choice. Does Less Competition Make It Easier to Be Loved?

A lack of competition does not necessarily mean an increased chance of consumers forming Lovemarks. The less choice consumers have means the harder a brand has to work.