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Two studies of consequences and actionable antecedents of brand love

The journal of brand management, 2010-06, Vol.17 (7), p.504-518 [Peer Reviewed Journal]

Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010 ;COPYRIGHT 2010 Palgrave Macmillan, a Division of Macmillan Publishers Ltd. (Springer) ;ISSN: 1350-231X ;ISSN: 1479-1803 ;EISSN: 1479-1803 ;DOI: 10.1057/bm.2010.6

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Title:
Two studies of consequences and actionable antecedents of brand love
Author: Bergkvist, Lars ; Bech-Larsen, Tino
Subjects: active engagement ; Brand identification ; Brand image ; brand love ; Brand loyalty ; Brand management ; Brand name products ; Brands ; Business and Management ; Communication Studies ; Consumer behavior ; Consumers ; Loyalty ; Management ; Marketing ; medie- och kommunikationsvetenskap ; Original Article ; Partial Least Squares ; Self image ; sense of community ; Social aspects ; Social identity ; Statistical analysis ; Studies
Is Part Of: The journal of brand management, 2010-06, Vol.17 (7), p.504-518
Description: Brand love is a recent marketing construct, which has been shown to influence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identification of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identification and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand identification and sense of community both have a positive influence on brand love, which in turn has a positive influence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identification and sense of community – with the purpose of elaborating and building brand love.
Publisher: London: Palgrave Macmillan UK
Language: English
Identifier: ISSN: 1350-231X
ISSN: 1479-1803
EISSN: 1479-1803
DOI: 10.1057/bm.2010.6
Source: ProQuest Central

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Two studies of consequences and actionable antecedents of brand love

Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010 ;COPYRIGHT 2010 Palgrave Macmillan, a Division of Macmillan Publishers Ltd. (Springer) ;ISSN: 1350-231X ;ISSN: 1479-1803 ;EISSN: 1479-1803 ;DOI: 10.1057/bm.2010.6

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