The Impact of Love and Quality on Brand Satisfaction and Intentions

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Abstract
This paper examines influence of love and quality on consumer decision-making. The study supports Kevin’s (2004) Lovemark model, which suggests that great brands involve love, that these lovemark brands enjoy the devotion of customers, and that the emotional factors that drive love have the strongest influence on a consumer’s decision to purchase (Pawle and Cooper 2006). Based on a representative sample of 1005 soft drink customers and implementing several structural models, the results indicates that the love which consumers feel toward their brand has a stronger impact on satisfaction than the perception of quality. While both love and quality have a direct and positive effect on satisfaction, love has a stronger effect than quality on satisfaction. Both love and quality were found to have a medium effect on recommendation intentions, but the effect of love was found to be significantly higher. Both love and quality were found to have a medium effect on purchase intentions with no significant difference between them. Significant indirect effects were observed for love and quality on recommendation intentions via satisfaction. It is suggested that future research may develop a simple “love index” that could assist marketers to monitor the consumers’ affection toward their brands.