Emotional brand attachment and brand love:, satisfaction loyalty
234543989
Emotional brand attachment and brand love: the emotional bridges in the process of transition from satisfaction to loyalty
Satisfaction and loyalty as vital and strategic concepts in the marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, this study aims to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.,A total of 300 valid questionnaires on smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.,The results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.,Generalizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran, and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.,The managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.,The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty, is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty, is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.
Davood Ghorbanzadeh Atena Rahehagh
222107443
The role of emotional structures in the relationship between satisfaction and brand loyalty
Abstract Satisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence. A structural equation modeling method is employed in this research based on data collected from 300 post graduate students in Iran, using convenience sampling. Smartphone and apparel brands are two product categories chosen in this study. The results showed that brand love is the strongest antecedent of brand loyalty. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported. The study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty. is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.
Davood Ghorbanzadeh Atena Rahehagh
236400450
From satisfaction to loyalty: the role of emotional structures in the process of transition from satisfaction to loyalty
PurposeSatisfaction and loyalty as vital and strategic concepts in marketing literature are highly important to companies and marketers. The review of the existing literature reveals a gap of the role of emotional constructs that can begin in a regular and rational sequence of satisfaction and ultimately lead to the formation of consumer loyalty. Hence, in the current study, we seek to answer the question of whether emotional constructs such as emotional attachment and love play a mediating role in the process of transitioning from satisfaction to loyalty in the correct sequence.Design/methodology/approachA total of 300 valid questionnaires on Smartphone and apparel brands were collected from respondents and analyzed using the partial least squares method.FindingsThe results showed that brand love is the strongest antecedent of brand loyalty and is the only variable that directly influences brand loyalty in comparison to satisfaction and emotional brand attachment. Moreover, the examination of indirect effects revealed that our assumption based on that the emotional structures such as emotional attachment and brand love play a mediating role in the process of transitioning from satisfaction to loyalty in a correct sequence is supported.Research limitations/implicationsGeneralizability needs to be established with a wider range of consumer groups. The survey was conducted in Iran and future research should assess the same product categories in other cultural settings as well as consider other product categories to assess the external validity of these results. The insights on consumers' brand relationships help brand managers devise effective brand management strategies.Practical implicationsThe managerial implications can guide managers toward enhancing the consumers' loyalty to the brand through a better understanding of the consumer loyalty process to a brand as well as better relational marketing practices.Originality/valueThe study validates the mediating role of emotional brand attachment and brand love in the relationship between brand satisfaction and brand loyalty; is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transition from satisfaction to loyalty. is one of few studies to develop the role of emotional structures in the form of a relational chain of brands in the process of transition from satisfaction to loyalty.
Davood Ghorbanzadeh
54027888
Brand Love A Conceptual Framework
Researchers have found that only satisfaction is not enough to keep the customers loyal (Jones and Sasser, 1995) Many satisfied customers switch to competitor's brand after some time (Reichheld, 1996) Hence, satisfaction results in loyalty when the satisfaction is sustained for a longer period of time and gets deeper. A percentage of the satisfied customers tend to love a brand (Carroll and Ahuvia, 2006) They found that brand love is an antecedent to brand loyalty and satisfaction is an antecedent to brand love. Therefore, brand love mediates the relationship between customer satisfaction and brand loyalty. Over a longer period of time, if an individual remains satisfied with a brand then it is likely that the satisfaction will get transformed into an emotional and passionate bonding with the brand. The nature of this bonding is very similar to the interpersonal love and attachment. Carroll and Ahuvia (2006) have defined brand love as a combination of emotion and passion. According to Keh et al (2007) brand love includes longterm commitment to the brand in addition to emotion and passion. Then loving a brand (and not mere satisfaction) is a step towards loyalty. So, marketers must plan how to make the satisfied customers love a brand. This study intends to identify the antecedents and consequences of brand love and put forward certain propositions related to their interrelationships.
55157517
ROMANCING WITH A BRAND: A CONCEPTUAL ANALYSIS OF ROMANTIC CONSUMER BRAND RELATIONSHIP
The objective of the article is to investigate the structure of individual's emotional relationship with any brand, associated antecedents and consequences based on prior literature review. Prior literature states that an individual can love a brand and the dimensional structure of this consumer brand love is very similar to that of interpersonal romantic love. This article has criticized prior literatures in the area of love and attachment. It has also analyzed how brand loyalty is conceptually different from brand love. A set of conceptualizations have been developed. The conceptualizations relate to the theoretical antecedents and consequences of romantic consumer brand love identified. Traditional researches in the field of branding shows that satisfaction directly leads to brand loyalty. Present analysis challenges this conventional notion by stating that the relationship between satisfaction and brand loyalty is mediated by other variables, like, romantic brand love and customer delight. The article also explains how the theoretical antecedents of romantic brand love identified can be considered in the context of marketing strategy formulation and implementation.
Abhigyan Sarkar
229626883
mohotelbeuraendeu aecagi hwagjangdoen beuraendeu taedo mic beuraendeu cungseongdoe micineun yeonghyang Lhotel beuraendeureul jungsimeuro
The purpose of this study was to provide the marketing strategic of successful brand extension through parent brand attachment on attitudes toward brand extension and loyalty in hotel industry. For this study, it was selected consumer who used Lotte hotel brand as the research objects. As the results, Fist, 'concern' of parent brand attachment had influences on brand attitude however 'love' did not have effect on it. Second, 'concern' of parent brand attachment on brand loyalty had the most significant influence, also 'love' had positive influence. Third, brand attitudes had effected on brand loyalty. The results show was that the more in brand of maintaining friendly emotional brand attachment to consumers to being able to be more positively brand attitude and loyalty. Moreover emotional brand attachment can afford to higher satisfaction and positive word of mouth, highly purchasing intention to consumers. Therefore hotel managements need to maintain friendly brand attachment between consumers and brand sustainedly.
146372220
jiyeogcugjeyi jangsomaketingnoryeoge daehan jangsobeuraendeu gwangyegyeolsogyoine gwanhan yeongu
This work examines the relationship between consumer and place brand for successful place marketing achievement, as well as examining relationship with brand community as a factor of relationship attachment. Author also examined the effect and resultant factors of place brand community with seven dimensions of consumer brand relationship using Fournier's study. The empirical results showed that the quality relationship between consumer and place brand had an impact on satisfaction level and loyalty to the place brand, while emotional dimensions such as love, passion and nostalgia had a direct effect. Other dimensions of relationship quality had shown an indirect effect on the consumers' satisfaction and loyalty through place brand community.
151500194
Pengaruh self concept, brand love dan emotional attachment terhadap loyalty pada pelanggan Oriflame di Surabaya
Self Concept, Brand Love dan Emotional Attachment merupakan faktor penting bagi konsumen untuk menciptakan Loyalitas. Penelitian ini bertujuan untuk mengetahui Self Concept, Brand Love dan Emotional Attachment terhadap Loyalitas pada Pelanggan Oriflame di Surabaya. Penelitian ini menggunakan penelitian kausal. Teknik pengambilan sampel menggunakan non probability sampling dengan cara purposive sampling. Sampel yang digunakan sebesar 150 responden yang pernah membeli dan menggunakan merek Oriflame, di Surabaya, minimal 4x dalam setahun terakhir, berjenis kelamin wanita maupun pria, dan berumur minimum 18 tahun. Alat pengumpulan data yang digunakan adalah kuesioner. Teknik analisis data yang digunakan adalah Structural Equation Model dengan menggunakan program LISREL. Hasil penelitian ini menemukan bahwa Self concept berpengaruh positif dan signifikan terhadap Brand Love, Self concept berpengaruh positif dan siginifikan terhadap Emotional Attachment, Self concept berpengaruh positif dan signifikan terhadap Loyalty, Brand Love berpengaruh positif dan signifikan terhadap Loyalty, dan Emotional Attachment berpengaruh positif dan signifikan terhadap Loyalty.
Laurensia Bobby Paramita
221054810
Emotional Brand Attachment and Attitude toward Brand Extension
Abstract This study aims to investigate how emotional brand attachment contributes to attitude toward brand extension. Data were collected from 1236 users of Apple and Samsung Smartphones using structured questionnaire and analyzed by structural equation modeling using AMOS. First, emotional brand attachment significantly affects attitudinal loyalty, commitment, and customer satisfaction. These attitudes, in turn, have positive effects on attitude toward brand extension of which the impact of customer satisfaction on attitude toward the brand extension is noticeable. These effects, however, are different across different groups of customers (i.e. gender, marital status, and education)
Arash Vahdat Hanieh Hafezniya Younis Jabarzadeh Park Thaichon
225430948
Examining Structural Relationships among Night Tourism Experience, Lovemarks, Brand Satisfaction, and Brand Loyalty on "Cultural Heritage Night" in South Korea
The night time economy is an important part of the urban economy and contributes significantly to modern cities' GDP. The development of night tourism is one of the crucial means to enrich and prosper the night time economy. Recently, as a popular topic of sustainable development, night tourism has received extensive attention. However, little attention has been paid to night tourism, especially from the emotional perspective of tourists. Furthermore, discussions on how and why tourists become interested in night tourism are still lacking. To fill the research gap, based on the theory of experience economy, we used the concept of lovemarks to explore the influence of tourists' tourism experience and lovemarks on their brand satisfaction and brand loyalty. A self administered questionnaire was completed by 487 tourists of "Cultural Heritage Night" a night tourism brand in South Korea. The results indicate that tourists' entertainment and educational experience significantly influence their lovemarks (both of brand love and respect) and esthetic experience only significantly influences brand respect. Furthermore, the influence of tourists' lovemarks on brand satisfaction and loyalty is also validated. To retain the sustainable development of night time economy and night tourism, local authorities and destination managers are recommended to provide night tourism brands (products) with optimal experience effects and entirely emotional and functional attributes.
N Chen Yahui Wang Jiaqi Li Yuqian Wei Qing Yuan